A digital design studio for the integration of audio-visual technology throughout all types of architecture around the world, Trison Necsum specialise in the creation of unique, technological projects. Here, RLI sits down with CEO Mikel González to discuss some of the company’s latest groundbreaking projects, including the flagship Real Madrid CF store which is situated inside the newly-renovated Santiago Bernabéu stadium.
Combining digital architecture, creativity, digital shows, interactivities, digital lighting, professional audio and stunning multimedia content to design and develop exclusive projects, Trison Necsum has a presence in 112 countries and offices in 14 locations across Europe, America and Asia and are a global leader in its sector, executing more than 3,000 projects a year.
“Over the last 18 months, we have consolidated our position as a global leader in the digital design and entertainment sector, achieving significant milestones and strengthening our presence in new verticals and countries,” highlights Mikel González, CEO of Trison Necsum.
“The digitalisation of the new Real Madrid CF store at the Santiago Bernabéu stadium has highlighted our brand and this flagship site, which features cutting-edge technology, from vitrines with holograms to 3D experiences, makes spaces like this one a true centre of leisure and entertainment.”
Creativity is the epicentre of Trison Necsum’s projects. In today’s ultra-competitive landscape, it is not enough to simply have outstanding digital or technological offerings; they also add value to the technology to create real entertainment areas where people can experience something new on each visit. The idea behind their schemes is that they create places where people can connect with their emotions, have fun and feel special.
Gonzalez explains that stunning visual content, special effects, interactive games, artistic lighting, digital art and creative spaces are all powerful emotional activators that highlight the importance of connecting and interacting with the spaces and feeling part of the ecosystem. Through technology the company manage to create wonderful, shifting and unique environments, making visitors remember an unforgettable experience and wanting to return.
Within its recently-completed portfolio, two projects in Spain, Lefties and the aforementioned Real Madrid CF flagship space stand out. Consolidating its position as a landmark in the centre of Madrid, Lefties, with its 3D screen and personalised customer journey, has transformed the brand with a new concept that attracts more guests, multiplied time spent in-store and their visit frequency.
As for the new Real Madrid CF retail site, it features a 3D dragon runs through the flagship store and digital vitrines that generate holograms of the team’s new home shirt, whilst the customisation of each area to the needs of customers is particularly noteworthy. The cutting-edge 3D dragon concept has captured the world’s attention, making it one of the city’s biggest tourist attractions. With millions of views and likes on social media, this digital experience now attracts hundreds of people daily who flock to see and record the viral dragon.
“What we do is integrate technology into the architecture, enhancing its conceptualisation in a natural way 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 roles to the generation of an emotional experience. Technology is a means to generate magical experiences, but if it is not focused correctly, it will be just that, technology and electronics incapable of connecting or arousing emotions. You need to first think about the experience you want to generate and then select the appropriate technology, not the other way around,” González explains.
“What we do is integrate technology into the architecture, enhancing its conceptualisation in a natural way and without being perceived as an aggressive element”
When we ask the CEO how the company stays one step ahead of its competition, he says that their creativity, combined with the most futuristic technology possible allows them to create unforgettable experiences that have never been seen before. They generate trends and promote the most impactful technological advances in their sector. They work on excellence, on every detail and on creating the ultimate experience for the clients who visit the spaces they design, which allows them to offer unique and avant-garde solutions that exceed their clients’ expectations.
The interview next moves onto the topic of social media, for which Trison Necsum are a source of spectacular content. “Our latest projects have accumulated millions of views with thousands of likes and shares. This social media impact allows us to reach a global audience, receive real-time feedback and generate a lot of interest from potential clients.”
Another key topic for the business is that of sustainability which they implement across all their projects as they work on several lines of sustainable innovation. This ranges from the use of hardware and software that allow them to reduce consumption significantly, to the control of colours in the videos and content they create, where they study the colour hue and contrasts used in each video to know the energy consumption associated with each and use the most efficient colours.
This information then allows them to adjust the lighting intelligently, achieving both energy and economic savings without compromising visual quality. They implement energy-smart solutions, such as adjusting the brightness according to different parameters and the intensity according to ambient light, promoting recycling and reuse practices in its installations.
According to González, the core strengths of the Trison Necsum business are their ability to innovate, their global expertise and their personalised approach. They listen to their customers, have a highly skilled team and are at the forefront of technology trends.
“Looking to the future, we believe that the digital design and entertainment sector will continue to develop quickly, driven by technological advances and new market demands. Our biggest challenge is to continue to lead the development of digital architecture in the world and to continue to create ever more spectacular and unique projects,” González concludes.