Surely the famous architect Louis Kahn never thought that his famous quote: “Even a brick wants to be something more” (which represents the emotional need to transmit through architecture) would materialise in this special way through art and media architecture.
“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”
Necsum Trison is a company that conceptualises, designs and executes digital installations in more than 100 countries. It is specialised in the design and generation of experiences through technology in shopping centres and the retail sector. From the initial concept and its integration with architecture, to the creation of spectacular digital art content, the multi-award winning company is considered one of the most creative in the world in its field. Media architecture, artistic lighting, interactive experiences or digital art are just some of the technologies that the firm designs for entertainment and the generation of emotions for the people who visit its technological experiences.
RLI interviews Mikel González, CEO of Necsum Trison.
“We integrate technology into architecture, enhancing its conceptualisation naturally and without being perceived as an aggressive element”
Q. What is the secret behind your technological experiences being so successful?
A. We work for architectures and properties around the world. We are very aligned with their way of seeing the future of malls with the paradigm shift in the sector. Shopping centres are ceasing to be shopping centres and are instead becoming emotional destinations where great experiences can be lived. Without doubt new technologies play a very important role in this new era of experiential retail, more so now that digitalisation is no longer just a thing of younger generations, general consumers are now more accustomed to digital enhancements.
Q. Which are the factors to take into account when making a digital design?
A. We integrate technology into architecture, enhancing its conceptualization naturally and without being perceived as an aggressive element. This means that technology must be in the background, as if it was invisible, leaving all the leading role to the generation of the emotional experience. Technology is only a means to generate 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 think about the experience you want to generate and then select the appropriate technology, and not the other way around.
Q. What makes your designs generate the much sought after 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 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, special effects, interactive games, artistic lighting, digital art and creative spaces are themselves a powerful emotional activator that highlights the importance of connecting and interacting with spaces and feeling part of the ecosystem. Through technology we manage to create wonderful, changing and unique environments, making visitors remember the visit as an unforgettable experience and want to return.
“Technology is only a means to generate magical experiences, but if they are not focused correctly, it will be just that, technology and electronics incapable of connecting or awakening emotions”