Gramado to host permanent Ayrton Senna immersive experience

The city of Gramado, Brazil, will host the Senna Super Experience, described as the world’s first permanent immersive attraction dedicated to the life and career of Formula 1 three-time world champion Ayrton Senna.

Scheduled to open on December 10, 2026, the attraction features 14 themed environments and more than 30 interactive activations. Moving away from a traditional contemplative museum format, the project focuses on Senna’s mindset and values, such as excellence and constant evolution. The experience aims to connect older fans with new generations through interactive challenges based on his racing career.

The project is a collaboration between Senna Brands, which manages the Senna and Senninha brands, and Grupo JGM, the operator behind Super Carros Gramado. The attraction will be located on Av. das Hortênsias, with tickets starting at R$ 99 and access managed via scheduled time slots.