Immersive museum concept MINA has opened its first Bulgarian venue in Sofia, introducing a new cultural format to the capital.
Building on a model first launched in Romania, the Sofia site marks MINA’s first international expansion and reflects the growing demand for digital-first storytelling in the attractions industry.
Proven visitor demand supports market entry
Since opening in Romania two years ago, MINA has recorded more than 700,000 visitors. The decision to expand into Bulgaria reflects geographic proximity and cultural alignment, with Sofia positioned as a strategic location for testing demand across Central and Eastern Europe.
The concept integrates 360-degree 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. Though the model is consumer-facing, the operational structure has implications for industry stakeholders working in exhibition production, AV integration, and cultural management.
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.
Cultural infrastructure in Sofia strengthens
As more immersive installations move from temporary exhibitions to permanent venues, the sector may expect rising demand for modular content packages, interactive design solutions, and adaptable exhibition infrastructure.
With immersive media gaining traction across Europe’s cultural landscape, the successful launch of MINA Sofia will likely be observed closely by regional planners, developers, and experience designers. It may also serve as a reference point for other cities evaluating the long-term viability of immersive cultural spaces within their own institutions and tourism frameworks.
