“Discover how innovative LED fins on a narrow high street in Andorra transform Perfumerías Julia’s flagship store facade, offering dynamic, anamorphic visuals that captivate foot traffic from unique angles. A breakthrough in digital media facades.”

In the bustling heart of Andorra, nestled along a narrow pedestrian-only high street, Perfumerías Julia has introduced an innovative media facade that is changing the way brands engage with foot traffic. The flagship store, which doubles as the company’s headquarters, faced a unique challenge—its location on a constricted lane limited the visibility of any traditional digital display. Enter Barcelona-based creative technology studio Instronic, which designed a spectacularly clever LED fin installation that overcomes this obstacle and transforms the store’s facade into a visual masterpiece.

This breakthrough project redefines how digital media facades can be used in confined urban spaces, making it a noteworthy case study for future installations worldwide.

LED Fins: An Ingenious Solution for Limited Visibility

In today’s era of digital advertising, large-scale LED displays have become the go-to choice for brand visibility. However, most installations assume that the building has long, open sightlines, allowing people to see the media from a distance. The narrow high street in Andorra, where the Perfumerías Julia store is located, offers no such luxury. The store faces another building only 30 feet away, which presents a challenge for conventional displays. A typical LED screen mounted on the facade would not only go unnoticed by most pedestrians but also likely cause discomfort for occupants of the building across the way, with constant bright lights flooding through their windows.

Instronic’s solution? A set of vertical LED fins. These LED fins are mounted strategically to face pedestrians walking towards the store, allowing the facade to be visible from an oblique angle. In this way, even in a tight urban environment, the facade manages to grab attention—an essential requirement for a commercial establishment like Perfumerías Julia.

Instronic’s study of pedestrian foot traffic revealed that most people approach from one direction, and the LED fins are designed to optimize visibility from this particular angle. The fins are asymmetrically designed to reflect the flow of people, ensuring that the visual content becomes clearer as they get closer. This adaptive visibility, made possible by the clever orientation of the fins, is what makes the facade stand out in its urban environment.

A Dynamic Design Inspired by Nature

Instronic’s design for the media facade draws inspiration from nature, specifically bamboo forests. The facade features a second skin made of a lightweight, segmented metallic structure with asymmetrical fins. This metallic structure conceals the store’s original facade while allowing natural light to filter into the upper floors, preserving the building’s light and transparency.

The fins themselves are dual-purpose, featuring LED screens on the sides facing down the street and LED lighting on the opposite side. This setup enhances visibility by creating a dynamic interplay of light and shadow, producing an evolving visual narrative depending on the viewer’s angle of approach. The design doesn’t just aim to attract attention—it offers an immersive, changing experience as pedestrians move closer to the store.

This dual lighting system adds another layer of sophistication. While the LED screens showcase digital content aimed at pedestrians, the subtle lighting creates ambient effects, ensuring that the facade is not overly intrusive for nearby buildings. The facade corresponds directly to the primary pedestrian traffic, with visuals becoming clearer from afar and offering an entirely different experience up close.

Anamorphic Content: A Masterclass in Creative Execution

One of the most technically challenging aspects of the project was creating anamorphic content. Anamorphic art plays with perspective and creates visual illusions, which was critical given the unique viewing angles presented by the narrow high street. Instronic had to design content that appeared distorted from a distance but became increasingly legible as pedestrians moved closer to the store.

The LED fins, combined with the anamorphic content, ensure that the facade not only catches attention but also sustains it. The complexity of this design required precise adjustments to maintain visual integrity, particularly as the media is viewed from a downward angle. As people approach from uphill, the visuals gradually reveal themselves, keeping the experience fresh and engaging.

This evolving, perspective-driven experience is one of the project’s standout features. It ensures that pedestrians, whether they are simply passing by or approaching with the intent to enter the store, are met with a constantly shifting visual narrative.

Melding Branding with Urban Artistry

The facade design by Instronic is more than just a creative engineering feat—it reflects the brand identity of Perfumerías Julia. As the flagship location, this store required a design that would be unique, memorable, and capable of standing out in a crowded urban setting. The combination of the innovative LED fin structure and anamorphic content achieves just that, embodying the elegance and forward-thinking nature of the perfume brand.

Moreover, the facade doesn’t overpower its environment; it harmonizes with it. The design maintains balance with its surroundings while still making a bold statement, blending commercial goals with aesthetic appeal. It’s a delicate act of branding as urban artistry—one that other brands facing similar constraints in densely packed urban areas may soon seek to emulate.

An Award-Worthy Project

Perfumerías Julia’s flagship store in Andorra stands as a shining example of what’s possible when creative design meets cutting-edge technology. Instronic’s LED fin solution not only solved the problem of visibility in a narrow high street but also set a new benchmark for how media facades can function in tight urban spaces. With its bamboo-inspired design, anamorphic content, and dynamic lighting, this project is more than just a digital display—it’s a visual experience that transforms as you approach.

In an era where attention spans are short, and competition for visibility is fierce, this clever design sets a new standard for media facades worldwide. It’s no stretch to say this is an award-worthy project that will inspire future innovation in the digital display industry.