Visionary experiences that inspire
MACK One is the MACK Group’s creative think tank and was founded by Michael Mack to develop visionary concepts that revolutionise the leisure and entertainment industry. From virtual reality and augmented reality, through interactive attractions and transmedia storytelling, to innovative rollercoasters, immersive worlds and feature films – MACK One brings together technology, creativity and experiences.
Founded in 2002 as MACK Media, the company has continued to evolve and, with offices in Rust, London, Plobsheim and Lucerne, is now driving forward extraordinary entertainment concepts worldwide. Close collaboration with MACK Rides, MACK Animation, VR Coaster, MACK Magic and the Europa-Park theme park ensures an unrivalled edge in innovation.
MACK One combines creativity, technology and innovation to shape the leisure and entertainment experiences of the future.
From an idea to a centre for innovation
MACK One began in 2002 as MACK Media with a focus on media production. Under Michael Mack, the company quickly evolved into a leading think tank for immersive experiences. After rebranding as MACK NeXT in 2019, the company underwent a strategic realignment in 2022 with the MACK One brand.
Today, the company comprises four specialised divisions dedicated to master planning, immersive technologies, media production and attraction development.
The goal: To bring unique experiences to theme parks, museums, shopping centres, cruise ships and more.
Four divisions, one goal: shaping the future of entertainment
With groundbreaking technologies and creative experience concepts, MACK One is creating the leisure attractions of tomorrow. Whether it’s augmented reality, immersive worlds or technical innovations – the company combines state-of-the-art technology with interactive experiences. Sustainability and user-friendliness play a central role in their process: digital transformation and smart technologies are used to create energy-efficient and accessible experiences that are open to everyone.
As Managing Director, Michael Mack drives the company’s innovative spirit and ensures its continuous development. MACK One acts as the creative and innovative driving force, as well as a bridge between the various subsidiaries and departments of the MACK Group.
Collaboration with MACK Rides, MACK Animation, VR Coaster, MACK Magic, the Europa-Park theme park and international partners enables pioneering developments for theme parks worldwide.
MACK One combines storytelling, technology, innovation and strategy across four specialised areas:
- MACK STUDIOS & MACK Magic: Development of transmedia worlds through storytelling, creative content processes and interactive experiences.
- CONNECT: Pooling of expertise to bring the magic of the Europa-Park Adventure Resort to life digitally.
- RESEARCH & DEVELOPMENT (R&D): Innovation research through the integration of in-house expertise and external institutions to shape the future of entertainment.
- STRATEGY & B2B MARKETING: Combining market insight, strategic clarity, strong brand management and partnership-based sales.
Innovations that shape the industry
Under the visionary leadership of Michael Mack, MACK One creates unique attractions and experiences worldwide. These include award-winning projects such as:
- YULLBE – a revolutionary VR experience, winner of the Brass Ring Award
- Voltron Nevera powered by Rimac – ‘Best New Rollercoaster in the World’ (Golden Ticket Award 2024)
- AUREA Award – an award and innovation platform for VR/AR technologies
- Eurosat – Phantom of the Opera VR Ride
GRAND PRIX OF EUROPE – a cinematic adventure for the whole family
To celebrate Europa-Park's 50th anniversary, MACK Magic, in co-production with Warner Bros. Film Productions Germany, is releasing a very special birthday present:
GRAND PRIX OF EUROPE, the first big 90-minute cinema adventure with the popular mascot stars Ed & Edda.
The MACK One locations
The branches in Germany, France, Switzerland and the United Kingdom provide strategic access to key European markets, skilled professionals and a favourable business environment.
- Germany: MACK One Deutschland GmbH & Co KG (head office)
- France: MACK One France
- Switzerland: MACK One Switzerland
- United Kingdom: MACK One UK
Experiences from idea to implementation
Latest press releases about MACK One
AUREA Award: MACK One brings the future of immersive entertainment to Europa-Park
With MACK One, Europa-Park once again became an international melting pot for creative visionaries, innovative technologies and bold entrepreneurs. On 2 and 3 February 2026, Michael Mack, managing partner of Europa-Park and founder of MACK One, invited industry leaders to the resort for the eighth AUREA Award ceremony. This year’s theme was “Through the Looking Glass: Where Layered Realities Unfold”, honouring innovations that are shaping our perceptions of reality, entertainment and immersion.
February 5, 2026
For the 50th anniversary of Europa-Park, Ed & Edda are getting their first own feature film
In summer 2025, GRAND PRIX OF EUROPE, a fast-paced and heart-warming animated adventure featuring Ed and Edda, the popular Europa-Park characters, will be released in cinemas everywhere.
July 12, 2024
Dr. Auma Obama as a podcast guest on ‘The World Beyond – Michael Mack and his Emotioneers of Tomorrow’ from MACK One
On the English-language podcast ‘The World Beyond – Michael Mack and his Emotioneers of Tomorrow’, Managing Director of MACK One and Managing Partner of Europa-Park, Michael Mack looks at our world of the future every Friday alongside his Emotioneers. In the latest episode, Emotioneer Christina Rees, storyteller at MACK Magic, speaks with two high-profile guests: Dr. Auma Obama, sociologist and keynote speaker, and Roland Mack, owner of Europa-Park.
April 2, 2024
