Discovery Pompeii Alive: immersive experience recreates 79 AD eruption

A new immersive experience called Discovery Pompeii Alive will open in June 2026 at MaxiMall Pompeii, near the Pompeii archaeological site. Developed by 3DBA and managed by Irgenre Group in collaboration with Warner Bros. Discovery Global Experiences, the project uses multisensory technology, spatial sound design, and interactive devices to transport visitors to the hours before Mount Vesuvius erupted in 79 AD. The experience aims to restore the daily and human dimension of ancient Pompeii, often lost in traditional site visits. Creative director Fabio Pignata stated the project focuses on action and emotion rather than didactic information, creating indelible memories through interaction. Spanning over 2,000 square meters and open year-round, it is designed as a modular format exportable to other historical contexts. The exact opening date has not been announced, but the world debut is set for June 2026.