3Cat premieres 'Flors de Veu' at ISE 2025, an immersive and multisensory experience

The multi-sensory experience 'Flors de Veu', created by 3Cat in collaboration with Sonar and the creative enterprise Melt Creative Blend, stands as one of the main attractions of ISE 2025, an event that takes place at Fira de Barcelona from 4 to 7 February.

Flors de Veu It proposes an interaction between the voices of the users and a sound universe designed by the artist María Arnal, which allows you to create "voice flowers" generated in augmentable reality and visible on a large screen. In the presentation of this immersive experience, Rosa Romà, President of 3Cat, has assured that "for us it is especially relevant and significant to be able to create this type of experience for citizens with a look that allows us to bring culture closer and a look that allows us to get closer to culture and the look that allows us to get closer to culture and a look that allows us to get closer to culture and the look that allows us to get closer to culture and culture".

Romà He also stressed that the project Flors de Veu it is also a clear demonstration of 3Cat's technological commitment. "We want to be leaders, we want to be engines of the Catalan audiovisual industry, and we want to be at the forefront of everything that must become the audiovisual sector in our country," he remarked.

For its part, María Arnal, Catalan artist, singer and composer, said that "it has been brutal to be able to participate in this project and work hand in hand with Sónar, Melt and 3Cat, because despite the innovation we present, it is a project that intends to reach people. With the idea of experimenting, of creating a link with reality in such a way of form." Sonar, through its co-director and co-founder, Ricard Robles, stated that "we must celebrate that these three leading entities, each in its field, come together in an artistic project of this magnitude, which is a clear example of innovation". At last Xavier Tribó, founder and CEO of Melt, the company that has developed all the interactivity and visual creativity, stressed that "it has been an incredible challenge to be able to work on this innovative project with 3Cat and Sónar; and being able to have the voice of María Arnal has been a privilege that has allowed us to experiment with augmented reality and languages to the public".

Flors de Veu It will be possible to experience every day of the fair ISE, from 4 to 7 February, at the 3Cat.

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