Roberto Montiel, CEO of Medusa Laboratorio Multimedia, delivered a fascinating talk on the use of new technologies in cultural entertainment, focusing particularly on how these technologies can enrich the experience of exhibitions and cultural events. Montiel began his presentation by explaining how immersive experiences are transforming how the public interacts with cultural and historical content. He emphasized that while these technologies may have an environmental impact, their ability to educate and raise awareness about important issues can justify their use. A key point of his talk was the description of specific projects that Medusa Lab has worked on. Montiel discussed their participation in the Venice Architecture Biennale, where they created an installation exploring modernism in Mexico, and their work in Shanghai presenting the tradition of the Day of the Dead. Montiel stressed that the true value of their work lies not in the technology itself, but in the stories they can tell through it. He explained how they use techniques such as video mapping and augmented reality to create immersive experiences that allow visitors to "enter" different historical eras or explore complex concepts in a visual and accessible way. One particularly interesting project that Montiel described was an installation at the new Museum of Chichén Itzá. He explained how they used laser scanning technology to create ultra-realistic digital representations of artifacts and structures that are no longer accessible to the public, allowing visitors to experience these historical treasures in a new and exciting way. Montiel also addressed the challenges of balancing historical authenticity with visual appeal in their projects. He spoke about the importance of working closely with historians and archaeologists to ensure the accuracy of the content while creating a captivating experience for modern audiences. He concluded his presentation by reflecting on the potential of these technologies to make history and culture more accessible and engaging for new generations. Montiel argued that by creating immersive and interactive experiences, they can inspire greater interest and appreciation for cultural heritage. This talk not only provided a fascinating insight into how technology can enrich our understanding of the past but also demonstrated how modern innovation can work in harmony with traditional knowledge to create powerful educational experiences. Montiel's presentation reinforced the webinar's central idea that the combination of ancestral wisdom and modern technology can offer new and exciting ways to address the challenges of cultural preservation and education in the contemporary world.