Discovery Pompeii Alive is preparing to open near the archaeological site of Pompeii in southern Italy.
The experience occupies more than 2,000sq m and places visitors inside Pompeii before the eruption of Vesuvius
The attraction is owned and operated by Irgenre Group in collaboration with Warner Bros Discovery Global Experiences
Brave Duck and Robots contributed experience design, audience journeys and spatial storytelling to the project
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Discovery Pompeii Alive, located at MaxiMall Pompeii in Torre Annunziata, has been developed by 3DBA under the creative direction of Fabio Pignata and is owned and operated by Irgenre Group in collaboration with Warner Bros. Discovery Global Experiences. The attraction is expected to open in early summer 2026.
Occupying more than 2,000sq m, the experience uses immersive storytelling, reconstructed environments, spatial audio and multisensory effects to place visitors within the social and cultural life of Pompeii in the days leading up to the eruption of Mount Vesuvius in AD79. According to project materials, the attraction has been designed as a narrative journey rather than a traditional historical reconstruction, with the aim of helping visitors connect with the human stories behind one of history's most famous disasters.
Discovery Pompeii Alive is described as the first implementation of the Legacy Alive format – a scalable model for cultural and heritage attractions designed to bring historical stories to life through immersive experiences.
The attraction forms part of the wider MaxiMall Pompeii development, a €200m mixed-use destination created by Irgen RE Group close to the archaeological site. Opened in late 2024, the complex combines retail, hospitality, entertainment and cultural experiences and has been positioned as Italy's first shopping resort.
Experience design studio Brave Duck and Robots contributed to the project, working alongside creative director Fabio Pignata on audience journeys, narrative systems, spatial storytelling and immersive environments.
According to the studio, the project sought to address several challenges, including balancing historical accuracy with audience engagement, creating emotional connections without competing with the archaeological site and making the story accessible to a broad audience without oversimplification.
Ale Pula, CEO of Brave Duck and Robots, said: “Immersive is often treated as a layer of technology. In reality, it's about how story, space and behaviour come together to create meaning.”
The project reflects growing interest in immersive cultural attractions that combine heritage interpretation, digital technology and experiential storytelling to engage new audiences.
