Page 24 - October 2020

COVER STORY | NECSUM TRISON

“It is not enough to have large digital or technological supports flooding
the malls, it is also necessary to add value to technology to create true areas
of entertainment where to experience something new with each visit”

“Technology is only a means to generate a means to generate magical experiences, but if they are not
magical experiences, but if they are not focused correctly, it will be just that, technology, electronics
incapable of connecting or arousing emotions. You should first
The new era of focused correctly, it will be just that, think about the experience you want to generate and then select
the appropriate technology, and not the other way around.
technology and electronics incapable of
connecting or awakening emotions”
Q. What makes your designs generate the much sought after
Digital Architects important role in this new era of experiential retail, more so WOW effect?
A. Creativity is the epicentre of our projects. It is not enough
to have large digital or technological media flooding the malls,
it is also necessary to add value to technology to create true
now that digitalisation is no longer just a thing of younger
generations, general consumers are now more accustomed
to digital enhancements. entertainment areas where you can experience something
new with each visit. A place to connect with our emotions,
have fun and make us feel special. Impressive visual content,
Surely the famous architect Louis Kahn never thought Q. Which are the factors to take into account when making special effects, interactive games, artistic lighting, digital art
that his famous quote: “Even a brick wants to be a digital design? and creative spaces are themselves a powerful emotional
A. We integrate technology into architecture, enhancing its
activator that highlights the importance of connecting and
something more” (which represents the emotional need conceptualization naturally and without being perceived as an interacting with spaces and feeling part of the ecosystem.
aggressive element. This means that technology must be in the
Through technology we manage to create wonderful, changing
to transmit through architecture) would materialise in background, as if it was invisible, leaving all the leading role to and unique environments, making visitors remember the visit
this special way through art and media architecture. the generation of the emotional experience. Technology is only as an unforgettable experience and want to return.

ecsum Trison is a company that conceptualises, Q. What is the secret behind your technological experiences
designs and executes digital installations in being so successful?
more than 100 countries. It is specialised in A. We work for architectures and properties around the
Nthe design and generation of experiences world. We are very aligned with their way of seeing the future
through technology in shopping centres and the retail of malls with the paradigm shift in the sector. Shopping
sector. From the initial concept and its integration with centres are ceasing to be shopping centres and are instead
architecture, to the creation of spectacular digital art becoming emotional destinations where great experiences
content, the multi-award winning company is considered can be lived. Without doubt new technologies play a very
one of the most creative in the world in its field. Media
architecture, artistic lighting, interactive experiences or “We integrate technology into architecture,
digital art are just some of the technologies that the firm
designs for entertainment and the generation of emotions enhancing its conceptualisation naturally
for the people who visit its technological experiences. and without being perceived as an

RLI interviews Mikel González, CEO of Necsum Trison. aggressive element”