For the fifth consecutive year, Iberia has transformed the Official Association of Architects of Madrid (COAM) into an interactive and cultural experience hub.
A Deep Dive into the Passenger Experience and VIP Lounges
Espacio Iberia opens its doors in Madrid from September 2 to September 27, 2026, at Calle Hortaleza, 63. The initiative offers passengers, aviation enthusiasts, and the general public a first-hand look at the carrier’s service standards, next-generation aircraft, and inflight dining proposal.
A major highlight of this year’s edition is the exclusive recreation of the Iberia Emerald Lounge, the new flagship VIP facility set to officially open on September 10 at Adolfo Suárez Madrid-Barajas Airport’s Terminal 4. The exhibition features a 360-degree circular bar offering a preview of the new lounge’s culinary lineup through vermouth, coffee, afternoon, and cocktail tastings. This experience will be accessible to Iberia Club members holding Platinum tier status and above, as well as equivalent top-tier status holders within the oneworld alliance.
In the long-haul fleet area, visitors can step inside full-scale cabin mockups of the Airbus A350’s Business, Premium Economy, and Economy cabins, testing the seat ergonomics and features in an environment simulating real flight conditions.
Digital Innovation, Flight Simulators, and Commercial Gamification
The venue’s tech Showcase incorporates Artificial Intelligence (AI) tools designed to promote the carrier’s latest short-, medium-, and long-haul routes:
- AI Experience: An interactive display lets users select newly added destinations across the airline’s network—such as Monterrey, Orlando, Fortaleza, Toronto, and Tokyo—and generate a personalized video superimposing their image into the chosen destination.
- AI Traveler Profiler: A quiz-based diagnostic system determines a traveler’s profile, recommending the best-suited route from the airline’s network and generating a downloadable digital travel guide.
- Flight Simulator: Participants can virtually pilot an aircraft under the supervision of a flight instructor, executing takeoff and landing procedures across weekly rotating scenarios featuring Monterrey, London, Orlando, and Tokyo.
- Loyalty Gamification: Through an interactive digital pinball game, visitors learn about the loyalty program’s structure, clarifying the earning dynamics between Avios and Elite Points. Every day, the top scorer on the leaderboard receives a 10,000 Avios bonus credited to their account.
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Culinary Programming, Culture, and Brand Showcase
Inflight catering takes center stage through workshops hosted by DO&CO, the catering provider responsible for Iberia’s onboard dining. The schedule includes live cooking demonstrations, masterclasses, wine and beer tastings from the inflight menu, and draft pouring workshops.
The Talento a bordo cultural initiative, dedicated to showcasing Spanish-language creative talent, features a permanent exhibition area alongside a panel discussion series with industry leaders:
- September 5 (12:00): A discussion on Asian culinary culture with chef Ugo Chan and food writer Kino Jerez.
- September 10 (18:30): A conversation on the film El ser querido between filmmaker Rodrigo Sorogoyen and film critic Marta Medina.
- September 15 (18:30): A live art performance by urban artist Suso33.
- September 17: A workshop on creative processes with designer Jaime Hayón (12:00), followed by a performance-lecture by the musical group Hidrogenesse (18:30).
- September 18 (18:30): A panel discussion on communication and activism with Inés Hernand and Nerea Pérez de las Heras.
- September 19 (18:30): A discussion on fashion and travel featuring Palomo Spain and stylist Alba Melendo.
- September 24 (18:30): A presentation on the musical creative process by flamenco singer Ángeles Toledano.
- September 26 (12:30): A “narrated concert” by the band Los Planetas, revisiting their musical journey with Jota and Florent.
For children, the venue hosts “Magic Sundays,” featuring drawing workshops themed around Disney Adventure World at Disneyland® Paris, along with interactive activities from the Star Wars universe.
Customer Service and Sales Channels
The venue includes a dedicated customer service counter to resolve booking and ticketing inquiries. Additionally, a direct sales point offers ticket bookings via the airline’s web platform at a 10% discount, which can also be redeemed using an exclusive promotional code. The official Iberia Store sells more than 30 branded products, including aircraft models, apparel, and stationery.
Espacio Iberia remains open through September 27, Monday to Sunday from 11:00 AM to 8:00 PM, inside a fully accessible facility. General admission is free, though advance reservations via the official website are required for capacity-limited activities.
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Un apasionado por la aviación, Fundador y CEO de Aviación al Día.