Instronic creates an attractive facade for the Julia perfumery

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

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

Located in the heart of Andorra, Julia Center It stands as the brand's emblematic commercial space and its corporate headquarters. To renew the facade, 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 limited front view, so they had to create new observation points to address it. Besides, since it is a commercial premises, It was essential that the façade be an element that stands out from its surroundings and will attract the attention of customers..

The Julia center is located on the main pedestrian and commercial route of Andorra, Carlemany Avenue. After analyzing the flow of movement, Instronic identified that pedestrian traffic moves mainly in an upward direction.

A key advantage was that the façade enjoys a dominant viewpoint, offering visibility from a distance and towards 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, 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 and segmented metal structure was designed that creates a second skin. This double skin hides the original facade, 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 that face the street and lighting with the same technology on the sides that face upwards. This dual lighting system improves visibility and creates a dynamic play of light and shadow, offering a visual narrative that changes based on the viewer's perspective.

Triple facade design

The downward view corresponds to the main flow of pedestrian traffic moving uphill. From this angle, the facade is visible from a significant distance, drawing attention as people approach.

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

In the upward view, the design uses a more subtle approach, playing with lighting. Here it is about creating a delicate interaction between light and texture., using dynamic lighting effects to generate soft patterns throughout the façade.

This subtle interaction adds depth and sophistication to the design, ensuring the façade remains visually appealing whilst maintaining a discreet presence.

In the forward perspective, The façade serves as a transition point where attention moves from the exterior to the interior of the store. The 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 you 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 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 downward facing façade. Due to the viewing angle from which pedestrians approach, The canvas was designed to take distortion into account and ensure that the images were readable from a distance and revealed gradually 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.