About Us


At AM Experience Group we know the value of storytelling and how to turn it into smiles. We expand narratives beyond physical borders and embrace new technologies that drive our experiences into the digital universe.


A magic that smiles to everyone.

Founded in 2001, we are an Iberian leader in conceptualizing, producing and presenting unique displays and performances designed to bring people of all ages together and illuminate the spirit. We have a proven track record with over 20 years of experience and a solid in-house team that includes 500+ professionals from a wide range of backgrounds bringing their expertise and know-how to our assorted projects every day.

We are experts at guiding the audience on multi-sensory journeys embracing the physical, the emotional and the psychological to create the most magical of experiences. We are at the forefront of developing, implementing and marketing large-scale physical and digital displays with frequency for public and commercial spaces. We know how to create long-lasting memories.

We are AM Experience Group and we create Expanded Entertainment Experiences.

+5000 projects

+120,000,000 smiles

+50 countries

20 years of memories.
A legacy constantly evolving.

Looking back with pride on 20 years of creating magical memories that have defined our past and are shaping our bright future ahead.

  • 2001

    Creation of AM Experience Group, by Pedro Martins

  • 2004

    AM Illumination & Arts

    First project for Festive Illumination and Christmas Decoration

    Client: Mundicenter

  • 2007

    AM Fun, Play & Ice

    First ice rink

    Client: Multi, Algarve

  • 2009

    AM Illumination & Arts

    Internationalization with Festive Lighting and Christmas Decoration Project

    Client: Inter Ikea (INGKA)

  • 2010

    AM Fun, Play & Ice

    Internationalization of ice experiences

    Client: Ayuntamento de Bilbao, Spain

  • 2013

    AM Live

    Beginning of activity with the production of the live musical theatre show - The Nutcracker on Ice

    Client: MAR Shopping Matosinhos (INGKA)

  • 2015

    AM Live

    Expansion of live musical theatre shows to Lisbon - The Snow White on Ice

    Client: Alegro Alfragide (Nhood)

  • 2016

    AM Illumination & Arts

    Ultimate entertainment experience - Festive Illumination and Christmas Decoration, Christmas Parade and Ice Rink

    Client: Ubbo

  • 2020

    AM Live

    Expansion of experiences to the digital world - launch of magianogelo.com

  • 2021

    AM Live

    Return to the ice stage, after a year without shows, with "The New Cinderella on Ice".

    Client: MAR Shopping Matosinhos (INGKA)

  • 2022

    AM Experience Group

    Implementation of the AM Experience Group collective and the Experience Design Consulting service in the group's brands.

    Certification in:

    • Quality Management (ISO 9001:2015)

    • Environmental Management (ISO 14001:2015)

    • Occupational Health and Safety Management (ISO 45001)

    • Sustainable Events (ISO 20121)

We turn dreams
into real experiences.

I am
+ Sustainable

We are committed to embedding in our DNA an approach that meets the needs of our customers and employees without negatively impacting the planet as a whole.

To meet this objective, we have determined a set of measures to be implemented to reduce both environmental and social impacts in the development of our activities:

>All the solutions we present to our clients consider a sustainability-driven initiative;

> To carry out six initiatives with an environmental or social focus with our teams;

> Implement certifications in the area of quality management (ISO 9001:2015), environmental management (ISO 14001:2015), occupational health and safety management (ISO 45001) and sustainable events (ISO 20121).