Instronic creates an attractive multimedia façade for the Julia perfumery headquarters

Inspired by a bamboo forest, Instronic has created a dual lighting system forming a dynamic play of light and shadow, for which slats formed by Led screens have been used.

Instronic has designed for the flagship building of Julia perfumery one Multimedia façade that embodies the character and personality of the brand while establishing a distinctive visual identity.

Located in the heart of Andorra, Julia Center stands as the brand's flagship retail space and corporate headquarters. To renovate the façade, Instronic had the challenge of creating a design that would give it a differentiating and unique character.

The position of the building posed a visibility problem due to the limited front view, so they had to create new observation points to address it. In addition, as it is a commercial premises, It was essential that the façade was an element that stood out from its surroundings and caught the attention of customers.

The Julia Centre is located on the main pedestrian and commercial thoroughfare in Andorra, Carlemany Avenue. After analyzing the flow of movement, Instronic identified that foot traffic is moving primarily upward.

A key advantage was that the façade enjoys a dominant point of view, offering visibility from a distance and into the street.

Through a process of reconstruction and abstraction of the corporate image, Inspired by a bamboo forest, A concept was developed that transformed the entire façade into a striking and large-scale intervention, maintaining a minimalist aesthetic.

To meet the challenge of integrating the new façade with the existing building, Preserving light and transparency, A light, segmented metal structure was designed to create a second skin. This double skin hides the original façade, providing uniformity and allowing natural light to enter the upper floors. The structure, composed of asymmetrical metal slats, is suspended from the pre-existing structure.

The concept is inspired by a bamboo forest, with each slat integrating Led screens on the sides facing the street and lighting with the same technology on the sides facing upwards. This dual lighting system improves visibility and creates a dynamic play of light and shadow, offering a visual narrative that changes depending on the viewer's perspective.

Triple façade design

The view down corresponds to the main flow of pedestrian traffic moving uphill. From this angle, The façade is visible from a significant distance, Drawing attention as people get closer.

The design plays with the viewer's perspective and the content becomes clearer and more intelligible as you get closer, creating a dynamic and evolving experience that captures attention from afar.

In the view upwards, Design employs a more subtle approach, Playing with lighting. Here he is focused on creating a delicate interplay between light and texture, using dynamic lighting effects to generate smooth patterns throughout the façade.

This subtle interplay adds depth and sophistication to the design, ensuring that the façade remains visually appealing while maintaining an understated presence.

In the Forward Perspective, The façade serves as a transition point where attention shifts from the outside to the inside of the store. Design creates an attractive effect, guiding the gaze towards the store and encouraging people to enter.

When the viewer stands in front of the store, The façade guides it from the outside to the inside, encouraging foot traffic and focusing attention on the store itself.

Construction Details

The metal panel structure was specifically designed to be mounted on top of the pre-existing building structure. This custom-designed system uses curved metal fins that adapt to the geometry of the façade.

The structure also incorporates a discreet maintenance walkway, allowing easy access for maintenance and adjustments.

One of the key challenges of this project was to develop Anamorphic content for the downward-facing façade. Due to the viewing angle from which pedestrians are approaching, The canvas was designed to account for distortion and ensure that the images were legible from a distance and gradually revealed as viewers approached.

The complexity of the canvas design required precise adjustments to maintain visual integrity, creating an engaging and changing experience as the viewer's perspective changes.

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