DeuSens has deployed 80 Apple Vision Pro devices at the An Electrifying Journey exhibition, organized by Iberdrola at Madrid’s Palacio de Cibeles to mark its 125th anniversary. The activation, developed alongside Iberdrola and Ricoh España, is being billed as the largest deployment of the technology carried out in Spain to date.
80 Apple Vision Pro devices explore the history and future of electricity
The mixed-reality experience is part of an exhibition open to the public through October 20. The tour takes visitors from the earliest power plants through the expansion of renewable energy, smart grids, energy storage, and demand electrification.
As they walk through the Glass Gallery, participants retain a view of the physical space and the exhibition’s original historical pieces. Digital content is overlaid onto that real-world setting, expanding the information available and turning technical concepts into virtual elements that can be viewed from different angles.
The devices are organized into groups of 25 people, enabling a continuous flow of visitors. According to the information provided, the project represents the largest coordinated use of Apple Vision Pro in Spain, both in terms of the number of devices and their application at a branded event.
Mixed reality activates when it recognizes the exhibition space
The experience was built entirely in RealityKit, Apple’s native framework for visionOS, without using intermediary engines such as Unity or Unreal Engine. The system does away with a conventional menu: content appears when the device identifies a specific physical point in the exhibition and its associated information panel.
This approach links each digital layer to the exhibition’s real-world route. The technology therefore does not replace the historical pieces or educational workshops, but rather complements the visit: it first enables visitors to discover content through mixed reality and then facilitates its observation and experimentation in the physical space.
The initiative aims to bring scientific and technical subjects closer to diverse audiences through a first-person experience. The exhibition uses mixed reality to explain the evolution of the electricity system and raise questions about its future, with particular attention to younger visitors.
DeuSens positions the project among Europe’s largest Apple Vision Pro deployments
Álvaro Monzón Blanco, CEO and co-founder of DeuSens, says the simultaneous operation of 80 Apple Vision Pro devices makes the project a benchmark for innovation in Spain and one of the device’s largest European deployments for an immersive brand experience.
Monzón believes Iberdrola’s participation in the initiative demonstrates mixed reality’s ability to operate at scale. The activation therefore combines the commemoration of Iberdrola’s 125th anniversary with an educational initiative supported by immersive technology.
DeuSens is a Spanish studio specializing in XR, or extended reality, with more than 12 years of experience. The company develops immersive and interactive experiences for brands and institutions across a range of sectors, including Telefónica, Coca-Cola, Janssen, UNESCO, L’Oréal Paris, G2A, FNAC, and Campofrío.
