Porcelanosa, the premiere European manufacturer of luxury tile, kitchen and bath products, commissioned Wildbytes to transform their first global flagship into a breathtaking audiovisual experience. Located in the heart of the Big Apple, right in front of the Flatiron Building, the emblematic Commodore Criterion Building has now been refurbished into a world reference in architecture and interior design by Foster + Partners.
Designed by Wildbytes, a seamless large-scale display integrates into the showroom’s architecture, unveiling high detailed content visible from every angle of Madison Square. The dramatic floor-to-ceiling 26’H x 16’W LED screen showcases an experiential lookbook featuring iconic brand lifestyles in mesmerizing motion, an immersive display where visitors can almost step inside.
The awe-inspiring scale guides the content strategy: from high-end materials floating in a timeless dimension to luxury tiles transforming the walls into a breathing skin, the building becomes a majestic organism guiding visitors through a visual experience that expands across three floors.
“The concept was to create an immersive experience from the inside that is striking from the outside”, says Julio Obelleiro, co-founder at Wildbytes. Continuing with the journey, a life-size interactive video wall offers guests the possibility to customize spaces with Porcelanosa’s finest materials, bringing customers’ creations to life in a intuitive and engaging way. The new Porcelanosa’s global flagship proposes a high impact visual experience, reinforcing the global positioning of the brand while enticing passersby to get a closer look at Porcelanosa’s universe.