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Magic Wall at Malaga: Promising Debut in Spain

Updated: Aug 5



Our world-famous interactive video wall has conquered yet another country! The Magic Wall made its debut in Spain for the first time at the CM Málaga, Culture & Museums International Tech Forum held in Andalusia. Following the mid-June event, we have already received another Spanish invitation for a new professional event this autumn.

The CM Málaga, Culture & Museums International Tech Forum was held for the fourth time in the Spanish coastal port city of Malaga. The event attracted over 1,200 participants from more than 50 different countries. Andalusia's largest cultural event of this kind was held in the FYCMA (Malaga Fair and Congress Center). The two-day fair, congress, and seminar focused on technological issues and innovation within the cultural sector.

The event drew dozens of international experts from various museum institutions around the world, who explored the complex relationships and opportunities between museums, tourism, and sustainable development. Several of the world’s leading museums were represented, including the Louvre from Paris, the Colosseum Archaeological Park from Rome, the MOMA from New York, and of course, the Prado Museum from Madrid.

Back and Rosta Ltd. was the only Hungarian participant, and the Magic Wall was absolutely the center of attention. “Our stand was in a prime location, surrounded by one of the busy cafés in the main exhibition hall and the so-called International Corner, where the most distinguished guest speakers held their presentations. It was almost impossible not to notice our interactive video display,” recalled Miklós Rosta, one of the founders of Back and Rosta Ltd.

With its visually striking appearance, the Magic Wall attracted significant attention, not only from the general audience but also from the distinguished VIPs among the international professional delegates. These included museum directors and world-renowned experts such as Leo Ballate, Technology Director at the San Francisco Museum of Modern Art; Stephen Stapleton, Founding Director of Edge of Arabia; and Agnès Abastado, Digital Development Manager at the Musée d'Orsay.

Our video wall’s most popular features this time included captivating presentation modes, information delivery through images and videos, 3D object rotation, full-screen puzzles, and numerous other interactive games. Not only museum professionals but also local cultural agencies and event organizers showed great interest in our digital solutions.

“We had discussions with over 20 different museum leaders from the Netherlands to Canada, from England to Italy, but most of our meetings were with local directors of Andalusian institutions,” said Miklós Rosta, who is very hopeful that the company’s first visit to Spain will lead to fruitful continued professional discourse. Many of our guests were impressed with the interactive demonstration and said they had never seen anything like it,” added the CEO responsible for European markets.

The CM Málaga event was organized by ICOM (International Council of Museums) Spain and ICOM Europe, in cooperation with regional associations of the European national committees, with the support of the Malaga City Council, and in collaboration with the Andalusian Government’s Ministry of Tourism, Culture, and Sports. This year’s focus was on the theme “Museums, Tourism, and Innovation.” Hopefully, the participants of the CM Málaga event will not have seen the last of our video wall.

The goal of the event was to stimulate digital transformation in the cultural sector by addressing and solving technological challenges related to digitization, and to create new business opportunities for Malaga’s cultural players. To enhance the significance of the occasion, several high-profile public figures attended, including Malaga’s Mayor Francisco de la Torre, the Andalusian Government’s regional representative for Tourism, Culture, and Sports, Gemma del Corral, and Mariana Pineda, the Deputy Councillor for Cultural and Historical Heritage of the Malaga City Council.

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