Immersive museum concept MINA has opened its first Bulgarian venue in Sofia. The new opening follows MINA's first launch in Romania two years ago, and reflects the demand for digital storytelling in the visitor attractions industry.
The concept integrates 360-deg visual projections, spatial sound design, and immersive scenography. The use of layered multimedia allows for varied programming formats and responsive interpretation of both historical and artistic content.
MINA Sofia will operate five days a week, running a rotating programme of shows designed to appeal to diverse audiences. One of the opening features is a show focused on the life and work of Vincent van Gogh.
The experience combines floor-to-ceiling projections with composed soundtracks and environmental lighting to evoke the emotional and conceptual dimensions of van Gogh’s work.
The flexibility of the space also allows the venue to shift content, enabling thematic or seasonal programming and potential for third-party collaboration. This opens opportunities for content licensors, show producers, and heritage organisations seeking new channels to reach regional audiences through immersive formats.