Case Study: Multimedia digital façade in the Puerto Venecia shopping resort

LEDDREAM GROUP creates a new concept of digital multimedia façade at the Puerto Venecia shopping resort
Case Study: Multimedia digital façade in the Puerto Venecia shopping resort

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Puerto Venecia, located in Zaragoza, is in the process of an ambitious project to remodel its outdoor areas. The first phase of the terrace area project, which culminated at the beginning of this year, is completed with the exterior digital façade. These spaces have always been very emblematic and differentiating for the shopping resort in order to improve the user experience and increase the comfort of its visitors.

The objective of this comprehensive remodeling is to transform the outdoor spaces of the shopping resort of more than 32,000 square meters into greener and more sustainable areas, including new digital supports that promote new experiences to share and enjoy with family and friends. These are concepts that represent the identity of the brand and reinforce its position as one of the leading leisure centers and family destinations in Zaragoza, Aragon and neighboring communities.

This comprehensive project, construction management and Project management, has been led by IDOM engineering. As part of this reform, after the renovation phase of the terraces, a new dynamic digital façade concept has been created, located at a strategic point that connects the Boulevard area with the Gallery y Ocio shopping area.

LEDDREAM Group has taken charge of the design, development, and execution of the new digital façade with a two-sided LED screen, digital lighting on die-cut panels, and digital lighting in the new bleacher area. A large-format outdoor experience that combines LED technology with spectacular 3D content and digital lighting, all in the same space. It is a new concept of digital facade, very innovative and that makes it unique in Spain.

Architecture, LED technology, digital content and digital lighting come together to create a new immersive and highly innovative space.

For this ambitious digitization project, Puerto Venecia, has relied on LEDDREAM Group and its integrating partner HubTech, for the transformation of the digital façade of the shopping resort.
The Egarense group has taken charge of this Digital Out Of Home experience from the conceptualization, design, development, and execution of the new digital facade of more than 140m2 of total surface. It is a special and innovative project, a totally groundbreaking new digital concept that makes it unique in Spain.

New concept of dynamic digital façade unique in Spain
It is an innovative technological concept that merges technology and architecture. A wide range of video hardware together with dynamic digital lighting, as well as combining different synchronized content managers, with ad hoc visual content: dynamic templates for real-time content playback, 2D and 3D content creation. Everything to create a unique and immersive experience in one of the main entrances of the mall.

The element has been divided into 3 different areas that, through integration, programming and content work synergistically and together.

1.- The LED Screen becomes a digital and artistic canvas with a total surface area of 32 sqm, whose main function is to support information and entertainment. This screen has a 4.8mm outdoor pixel pitch and a powerful brightness that allows perfect visibility, both day and night. But, above all, its uniqueness lies in its angular format, where its corner where the two faces of the screen meet is rounded, and not finished in a 90-degree cut as usual, softening the transition and union between both faces. . This digital display design is specially manufactured and customized for the Puerto Venecia project.

2.- The dynamic digital façade on die-cut panels, designed and produced by Lumalia Studio, a company of the LED DREAM group, integrates the space both technologically and architecturally. Technologically, the façade extends the LED screen in a game of synchronization and opposition, expanding the video content of the screen on occasions, and contrasting with color ranges and lighting on others. In the architectural sense, it integrates the space in conjunction with the stands thanks to the organic die-cutting of plant inspiration that serves as a reflection of the vertical garden of the facing façade.

3.- Lighting system in the new area of stands
The third element that completes and integrates the space is the extension of dynamic lighting throughout the stands. The content and video effects of the digital façade are enlarged in an enveloping way following the movements and color ranges reproduced in a natural way. The bathroom with indirect lighting on the stone emphasizes its texture, filling the space with light and color, especially when daylight falls, complementing the visual spectacularity of the façade with a warm atmosphere.

Instead, at night, the lighting is concealed in the stands, enriching the nighttime cityscape with a sense of futurism. The objective of the exterior lighting project has been to provide a new face to the new area of the stands of the shopping center, which is the most visible part for those who arrive at the shopping center.

- Content: Through Channel4You, a company specializing in content creation and management of the LED DREAM group, different pieces of visual content have been created, from landscapes, nature, lifestyle, fluids and shapes, bumpers, advertisements and corporate events, etc Particle content with 3D perspectives and depth combined in the part of LED screens and Digital lighting has also been designed. All these contents are synchronized with the backgrounds and color ranges of the digital lighting of the façade and the stands; and at the same time they have the flexibility to work independently for more specific applications. Content that surprises visitors and causes a sensation on social networks!

We continue to provide new digital solutions to our partners and customers!

About us: We are an audiovisual engineering company, we specialize in providing technological solutions based on LED screens, digital content creation, and dynamic digital lighting. We design, inspire, and collaborate in the creation of new digital and functional spaces, adapted to any type of architecture or space used. As a technology partner, we provide the most innovative solutions on the market, intending to bring spaces to life, and generate memorable interactive and digital experiences that attract shopping center visitors. We have a virtual showroom, where you can learn about all our technological solutions. Reserve your space at

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Go to the profile of Chris Lavelle
about 1 year ago

Great use of light and digital signage, have you seen this @Yoav Slimobich ?

Nice 3D content!