AM Experience by MK Illumination, a Portuguese entertainment company based in Braga, is expanding its operations beyond festive illuminations into Spain’s ice show market. The company, which was founded in 2000, has announced the launch of its first ice show production in Zaragoza, marking a significant diversification from its core holiday lighting business.
The ice show opened in November at PuertoVenecia shopping center in Zaragoza, representing the company’s first major venture into the ice entertainment sector. According to company leadership, the production is expected to attract approximately 60,000 spectators over its seven-week run and generate around 1 million euros in revenue.
Strong Financial Performance Drives Expansion
The expansion follows robust financial results for AM Experience by MK Illumination. The company reported 8 million euros in revenue for 2025, an increase from 6.8 million euros in 2024. Within this, the festive lighting division generated 5 million euros, with Spanish operations contributing 2.6 million euros to that total.
The company’s decision to enter the ice show market comes as part of a broader internationalization strategy. Nuno Barbot, a company representative, stated that “It is a very important project and an ambition we have accumulated for several years: to internationalize this concept.”
Ambitious Growth Plans Across Spain
The Zaragoza launch is merely the beginning of AM Experience by MK Illumination’s Spanish ice show strategy. The company has identified additional major markets for expansion, with plans to bring the concept to Madrid, Barcelona, Seville, Corunha, and Bilbao. These cities represent Spain’s largest urban centers and shopping destinations, suggesting a methodical approach to establishing the new entertainment offering across the country’s key markets.
This phased expansion strategy indicates the company’s confidence in the ice show concept’s commercial viability while allowing management to refine operations based on the initial Zaragoza experience before rolling out to larger metropolitan areas.
Broader Ecosystem Context
The expansion demonstrates a notable trend within the European entertainment and events sector, where established regional players are increasingly seeking growth through geographic diversification and product line extensions. Portuguese companies, in particular, have shown growing ambition in targeting larger neighboring markets, particularly Spain, where operational and cultural similarities reduce barriers to entry.
AM Experience by MK Illumination’s move from seasonal festive lighting into year-round ice show entertainment reflects evolving consumer preferences for experiential attractions. Shopping centers and commercial spaces across Europe are investing in entertainment experiences to drive foot traffic, creating opportunities for specialized providers like the Braga-based company to expand their service offerings and geographic footprint.
The company’s growth trajectory and strategic expansion plans position it as a notable player in the European entertainment sector, demonstrating how specialized regional businesses can leverage existing expertise to access broader continental markets.