In the heart of Barcelona, the corridors that once housed the boutiques of the iconic Pink Boulevard have been given new life with the White Rabbit Experiential Museum.
Promoted by the family that owns the gallery, this innovative space offers visitors the opportunity to immerse themselves in a Barcelona usually unknown to tourists, through ten art installations created by artists linked to the city.
The White Rabbit-The Off Museum has a space of 1,200 square meters to reveal the secrets of Barcelona through sculptures, immersive rooms and light installations.
The concept behind White Rabbit – The Off Museum came from the vision of the Vives family, owners of the store that formerly housed Bulevard Rosa. After a family visit to an immersive experience, it became clear that there was a need to create something that combined the promotion of culture with entertainment.
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The idea was to offer visitors an authentic view of Barcelona, similar to what they would experience when guided by a local friend.
The White Rabbit – The Off Museum
The White Rabbit tour begins with an installation that transports visitors to the vibrant neighborhood festivals of Barcelona, and goes on to explore Catalan traditions such as capgrossos, castellers and the legends of Sant Jordi and Sant Joan.
The space also pays homage to modernism and Olympic Barcelona, using a variety of formats including sculptures, murals, virtual reality and digital art technologies.
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The installations have been created by prominent artists linked to Barcelona, such as La Fura dels Baus, Tvboy, Onionlab and Mina Hamada, among others. From an immersive lounge to a silent disco and a Yayoi Kusama-style infinity room, each installation offers a unique and immersive experience that invites visitors to actively participate.
The striking entrance to the museum, with its vibrant yellow and neon lights, attracts the attention of passersby strolling along Passeig de Gràcia.
With a capacity for groups of up to 15 people and prices ranging from 13 to 25 euros, White Rabbit expects to receive some 100,000 visitors in its first year.
A museum of tradition
Visitors can immerse themselves in neighborhood festivals, learn about the legends of Sant Jordi and Sant Joan, and explore the city’s contemporary traditions.
In addition, the museum offers constant opportunities to photograph and actively participate in the works.
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The museum tour includes a variety of formats, from sculptures and murals to digital art technologies such as virtual reality and light installations. Each work is signed by local artists, such as La Fura dels Baus, Tvboy and Onionlab, who have collaborated to offer a unique and captivating experience.
