Magical transformation

The Júlia Center - Andorra la Vella, Andorra

The Júlia Center, hosting the company`s headquarters and flagship store, is one of the most iconic buildings in Andorra. To give the 1987 building a new contemporary look, a complete redesign was planned to convey the exclusive image of the perfume group to the building’s façade.


Category: Retail
Location: Andorra la Vella, Andorra
Technology/Services: Luminaires
Year: 2015

1250 LED profiles are discreetly attached to the reverse side of 17 mesh elements. The IMAGIC WEAVE® control solution is designed specifically for the project based around an e:cue video system. Even though this technic is quite complex, the operation as well as the maintenance of the media façade is very easy and can be done from the control room or wirelessly via smartphone, tablet PC or computer from anywhere in the world.

To reach this target, the architects decided to use the transparent media façade system IMAGIC WEAVE® from Traxon and Haver & Boecker. The result is a three-dimensional architectural wire mesh application with individually controllabl LED profiles, transforming the facade into a large scale, semi-transparent media installation capable of abstract colour variations and full video playback. “Due to the flexible IMAGIC WEAVE® system, the media façade is harmoniously integrated into the existing façade without affecting the view of the building negatively”, architect Ciro Orobitg Pérez describes the media façade system.

To further compliment the complete IMAGIC WEAVE® façade, Hi Resolution panels were also supplied by Traxon to offer the customer further content flexibility.

Used Products

Project Partner

Lighting Programmer:Traxon
Client:Julia Perfumeria
Architect:OROBITG – Arquitectura I urbanisme
Installer:Datos Taller LANAO