Activities get under way at La Villa del Mar, the new space at the Festival de Málaga where technology and culture converge
The general public and industry professionals will have the chance to enjoy around one hundred activities up to 21 March
La Villa del Mar, on La Malagueta beach, the new space created for the Festival de Málaga in collaboration with the Polo Digital, opened its doors today. The official launch, presided over by the Mayor of Malaga, Francisco de la Torre, marked the start of seven intense days in which entertainment, technology, creativity and sustainability will merge with audiovisuals.
La Villa del Mar is a space created to showcase the synergies between the audiovisual and cultural industry and new technologies and explore the possibilities they offer, and is divided into five areas: Storytelling for the Future, Convergence of Content and Technology, Gaming and Immersive Experiences, Branding, and Social and Ethical Impact of Technology.
Following the official launch, presided over by the Mayor of Malaga, Francisco de la Torre, the first Storytelling for the Future activities took place. Jo Sol, the director and producer of Diarios de Locura, the first Spanish film in 360 stereoscopic, broke the ice with a panel on new immersive narratives, in which he presented his project in the form of a choreographic dialogue between two dancers on altered states of consciousness. An experience that attendees were able to enjoy using virtual reality headsets. This was followed by the premiere of the film, starring Janet Novás and Lali Ayguadé. The Diarios de Locura production company, Shaktimetta Producciones, was also present in the Experiential Zone with the proposal "Chill Out & VR: Demonstration of extended reality content”.
The day was rounded off with a workshop on the creation of audiovisual content with the support of generative artificial intelligence, led by Samantha Andrín García and Naroa Manterola, "AI Artists" from Freepik in Convergence of Content and Technology. The workshop began with an introduction to the revolution in the use of artificial intelligence in image management. Examples of audiovisuals designed in the company's creative lab were then shown, as well as the making of their latest work. This technology also occupied a prominent place in the Experiential Zone at the hands of the company from Malaga.
Finally, Victoria la Malagueña, the 3D avatar from the University of Malaga that tells you everything you need to know about the Festival, was presented to the public and is becoming the big star of the Experiential Zone.
La Malagueta Beach, next to the Antonio Martín restaurant, and sponsored by Repsol, was the setting for open-air concerts by Celia Flores and Rycardo Moreno and Alonso.
Tomorrow at La Villa del Mar
The second day at La Villa del Mar will feature video games and generative artificial intelligence. The activities on offer will range from meetings with professionals from the video games sector to learn more about colouring techniques, to robotics in entertainment and education.
The extended reality demonstrations and showcases on audiovisual content creation will also continue.
The complete schedule is available on the website.
La Villa del Mar is organised by the Festival de Málaga with the collaboration of El Polo Digital and is sponsored by Google, Mediabrands, Iryo, Repsol, Evad and Olin.
