Hero Zone: Where Social VR Meets Real-World Revenue -
Powerhouse Arts opened Masterpieces: A Virtual Experience of the Museo del Prado in Gowanus, Brooklyn, on 1 October 2026. Adult tickets cost $30, and the run ends on 20 December.
ACCIONA Cultura produced the free-roam VR show with Madrid’s Museo Nacional del Prado. It launched in 2025 as ART MASTERS and has since played Shanghai, Buenos Aires and Tokyo. The Brooklyn run is the show’s US premiere. For museum and exhibition operators weighing a touring VR line, the run comes with a public price list and attendance figures from earlier stops.
Powerhouse Arts sells timed tickets in advance or at the door. Adults pay $30. Seniors over 65, veterans and military, and visitors with disabilities pay $20. Students 13 and over pay $16, and children aged 8 to 12 pay $8.
Groups of ten or more get 15% off. Powerhouse Arts patrons go free.
The show runs in The Loft, on the building’s third floor. It is open Wednesday to Friday from 11am to 7pm and on weekends from 11am to 5:30pm.
Guests finish at a post-show table where they build a portable gallery diorama.
The show opened at ACCIONA’s NEXT IN Summit in Madrid in April 2025, where 360 attendees went through it over two days. Its Shanghai run opened on 4 July 2025. By early October, ACCIONA Cultura counted 11,934 visitors there and extended the run past its planned 12 October close.
Buenos Aires opened on 4 September 2025 at La Rural’s Frers Pavilion. ACCIONA Cultura counted 9,747 visitors there by early October. Argentine producer Daniel Grinbank brought that run to the city, Time Out Buenos Aires reported.
ACCIONA Cultura also lists Tokyo among the show’s stops. New York is the fifth city on that list.
Barcelona studio Tigrelab handled creative direction and CGI. Univrse did the software integration. The VR Collective reported in August that the ART MASTERS walkthrough runs on Univrse’s XRoam free-roam platform.
Powerhouse Arts runs ceramics, print, textile and public-art fabrication shops in a converted Brooklyn power station. The nonprofit opened there in 2023. Powerhouse Arts says every program, rental and partnership helps fund its mission.
Powerhouse Arts said the paintings in the show are unlikely ever to leave the Prado because of conservation needs. Powerhouse Arts said the show reaches New York audiences, “including many who might not otherwise walk into an art museum.”
Powerhouse Arts lists five of its own events as tied to the show. Family craft sessions run on 17 October and 14 November, and a stained glass workshop on 24 October. A staff art show follows on 5 November and a DJ evening on 11 December.
Exhibition operators pricing a touring show can compare their own prices to Powerhouse Arts’ $30 adult and $8 child tickets. ACCIONA Cultura counted 11,934 visitors in Shanghai and 9,747 in Buenos Aires in the first months of each run. Powerhouse Arts has tied five of its own events to the run, from family craft sessions to a staff art show.
Where is the touring VR art exhibition from the Prado showing in the US? At Powerhouse Arts, 322 3rd Avenue in Gowanus, Brooklyn, in The Loft on the third floor. It runs from 1 October to 20 December 2026.
How much do tickets to the Prado VR exhibition cost in Brooklyn? Adults pay $30. Seniors, veterans and visitors with disabilities pay $20, students $16 and children aged 8 to 12 pay $8. Groups of ten or more get 15% off.
Which cities has the touring VR art exhibition visited? Madrid in April 2025, Shanghai from 4 July 2025, Buenos Aires from 4 September 2025, and Tokyo. Brooklyn is the fifth city and the US premiere.
Who made the Prado VR experience? ACCIONA Cultura produced it with the Museo Nacional del Prado, first under the title ART MASTERS. Tigrelab handled creative direction and CGI, and Univrse handled software integration.
