A New Wave of Immersive Experiences Is Trading in Artists for Athletes
We tried the Messi Experience in Miami before it tours to 80 cities worldwide.
Immersive experiences have, to this point, been reserved for traditional artists like the Van Goghs, Monets, and Khalos of the world. Miami's newest walk-through experience still takes you behind the scenes of how an artist created his signature work, but this master wields a soccer ball rather than a paintbrush.
The Messi Experience opens its doors in the Hangar at Regatta Harbour this week, the world premiere of an interactive, immersive exhibit telling the life story of Lionel Messi, who many consider the greatest footballer on the planet. The experience meanders from his childhood bedroom to the streets of Buenos Aires during the World Cup Parade, telling a tale of how perseverance and hard work can make even the biggest dreams come true.
The project is the brainchild of Primo Entertainment, who previously brought us immersive experiences from Monet, Van Gogh, and Frida Khalo, plus a NASA space exhibit. The group wanted to create a similar showcase with more interactive elements, and Messi seemed the perfect fit.
“We wanted to do something where the public could be part of it, not just going to see projections on walls,” says Primo co-founder David Rosenfeld. “We needed a strong [subject]. We’re huge sports fans and [my partners] are from Argentina, so we said why not do it about the greatest soccer player ever, who's actually now in Miami?”
Though Messi wasn’t directly involved in the project’s two-year workup, he was consulted about details and approved all of Primo’s renderings. This week, it’s finally open to the public, making its first stop in Miami before hitting about 80 cities worldwide.
The journey begins in a waiting queue, where you’ll wander among Messi’s jerseys and banners proclaiming his various awards and championships. From there, guests move into a video room where an oversized, projected Messi welcomes everyone to his life story. Doors open and you’re suddenly walking through the streets of Buenos Aires during the 2022 World Cup parade, with crowds and banners below and highlights projected on the walls. The experience is meant to give visitors the feeling of being atop one of the team’s parade buses, though that’s not exactly clear when you walk through. The somewhat-confusing start becomes clear as you enter the next room, though, as you realize it’s a final scene prelude to Messi’s humble beginnings.
The next space finds you standing inside an exact mock-up of his childhood bedroom. The model is big on detail, with youth soccer trophies, posters of Maradona, and a toy shelf with nostalgic ’90s games. It makes Messi feel completely relatable, though it’s important to note his trophies probably weren’t for participation.
Continue through the bedroom to a hallway and land-line phone rings. Pick it up, and you’re speaking to a scout from FC Barcelona, who invites you to come play for the side’s youth club. This is the point where you realize Messi’s life was actually nothing like yours.
Next, you’re inside an airplane as 15-year-old Lionel Messi takes his first flight, from Buenos Aires to Barcelona. Exit the plane, and you’re on the streets of the famous Catalan city, where a mocked-up Camp Nou sits in the center of the room with highlights from Messi’s FC Barcelona career projected onto the field. This room is made to represent his monumental pro career in Spain, before moving on to his tribulations on the international stage.
After roaring success, you’re thrust into the News Room, where a row of microphones stands below a screen telling the story of Messi’s various World Cup failures. Clips of sports commentators and fans criticizing the legend for losing on the international stage play on a loop. It’s a stark reminder that no matter how great one is, you’ll always have haters and detractors.
So how does one overcome those critics? They work, obviously, so the next room is an interactive “training” space where guests can kick around a few soccer balls like they’re training with Messi himself. Visitors can scan a QR code at the entrance to set up a profile, which then appears on the video screens in the training area. Try your hand (or feet, as it were) at complex passing drills in Tiki Taka, or test your goal-kicking accuracy on a regulation soccer net. You can also try some ball-handling drills at Quiz Ball, seeing who can amass the biggest score.
If you’re a decent soccer player, it’s a good way to get your heart rate up a little during the experience, and let out the athletic energy you probably have watching Messi’s highlights. If you’re not so great, well, you’ll gain a new appreciation for exactly how amazing Messi is. And you’ll probably be through this room in under five minutes.
“This takes it to the next level,” says Rosenfeld. “Here, you’re part of the experience, part of the journey. The kids are gonna love it and I think it’s gonna be the most fun area.”
The nonstop immersion elicits more emotion than one would expect from what is, at its core, a museum of sports highlights. Surrounded by the sounds, the criticisms, the failures, and the intense training, the swelling music and dramatic finish of the 2022 World Cup Final might bring a little tear to your eyes. And that’s OK—it’s the effect the Messi Experience is going for.