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L’illa Diagonal shopping center is leading innovation with a digital marquee that enhances the main entrance experience

  1. Home Portfolio L’illa Diagonal shopping center is leading innovation with a digital marquee that enhances the main entrance experience

L’illa Diagonal shopping center is leading innovation with a digital marquee that enhances the main entrance experience

April 2025

L’illa Diagonal, one of Barcelona’s most iconic shopping centers, has introduced a cutting-edge digital marquee as part of its recent renovation. Installed at the main entrance, this feature is a key part of an architectural strategy focused on enhancing the visitor experience through integrated technology and a bold commitment to innovation in public spaces. The renovation, led by architecture studio Batlleiroig, reflects a global trend: the evolution of shopping centers into spaces that combine retail, leisure, and culture under an active, sensory-driven design. In this context, L’illa’s new marquee serves not just a practical role, but also redefines the entrance threshold—becoming a powerful element of identity and visual communication. More than just a functional structure, the digital marquee plays a pivotal role in the transformation of the space. It brings together technology, design, and sustainability to deliver a distinctive experience from the very first step. This is a clear example of how digital lighting, seamlessly integrated into architectural design, can reshape spatial perception and create an immersive environment.

Solutions

Digital Lighting

Partners

Batlleiroig / Artec Studio / Channel4you / Protopixel

Place

Barcelona, Spain

Categories

Retail

Lilla marquesina by Lumalia Studio
Beyond aesthetics, the project embraces a lighting architecture rooted in sustainability. The marquee uses energy-efficient technology and features a smart control system that adjusts the lighting based on environmental needs, optimizing energy consumption. In addition, its design prevents direct light emission to the exterior, reducing light pollution and promoting a healthier urban atmosphere. The structure also allows for efficient maintenance without the need to alter the electrical installation, and its flexibility supports future architectural adaptations without compromising the quality of the lighting system. This approach minimizes the building’s energy footprint while fostering a healthier urban environment and ensuring respectful integration into the public space.

A new concept in digital lighting integrated into the shopping center’s dynamic ceiling: a visual narrative showcasing the interaction between technology, creativity, and architecture

Spanning 210 m², the new marquee at l’illa diagonal functions as a dynamic ceiling composed of tensioned fabric and high-resolution led backlighting. this innovative installation serves as a visual canvas that highlights the interplay between cutting-edge technology, creative expression, and architectural design. The structure features over 32,000 high-resolution rgbw p82 pixels, precisely mapped and distributed to ensure consistent playback of custom-designed visual content. every element of the system—from the panels and led modules to the connectors and tensioned textile structure—has been custom-designed and manufactured for this project. The lighting design was developed by artec studio, while lumalia studio was responsible for the fabrication, assembly, integration, and installation of the marquee. the technical programming was carried out using the protopixel platform, which enables individual control of each pixel, allowing for precise and intricate visual effects.

This innovative dynamic lighting concept aligns with the latest trends in architectural design for sustainable spaces, reducing the need for direct lighting and promoting more efficient energy consumption.

The surface acts as a digital canvas, transforming the environment in real time and allowing for precise lighting adjustments. The system enables control over the intensity, color, and rhythm of the light, adapting seamlessly to different times of day, events, and marketing campaigns—creating a dynamic and unique atmosphere. Content management is handled by Channel4you, the creative content agency of the LED DREAM Group, which has developed a visual narrative aligned with the identity of the shopping center. This lighting concept transforms the center’s façade into a living architectural element—constantly evolving and delivering an immersive, visually striking experience.

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