How LUZ Propia and INFiLED Made VIZIONA Cines’ Lobby Part of the Show

When movie buffs step into a VIZIONA Cines, the immersive experience expected of good cinema hits them even before they’ve found their seat. 

That’s because VIZIONA Cines, the brand for film lovers in Colombia,  partnered with experience design specialists LUZ Propia to create a spectacular visual gateway that would capture the magic of the movies, even before the first frame hit the screen. 

Colombia-based LUZ Propia is the brainchild of Jorge Ogliastri. For over ten years, its focus has been to use light as a storytelling tool to strengthen the bond between brand and audience. Key to its success is the transformation of bland physical spaces into memorable, emotionally resonant experiences. No wonder VIZIONA Cines called on LUZ Propia to bring to life an ambitious, immersive  customer experience.

In turn, LUZ Propia needed a technical partner who could co-create and execute with speed, precision, and creative flair,  and we were delighted to be asked.

The Vision: “Cinema before cinema” 

“Cinema before cinema” is the concept that defines this project. The vision was twofold: to make more of the traditional boring lobby space by creating an enhanced experience for moviegoers, and to establish a new benchmark for digital communications within Colombian cinema.

The Challenge: Tight Timescales, Tight Spaces

VIZIONA Cines had clear goals and a tight schedule. The project needed to deliver technical precision, visual impact, and operational efficiency in a space hampered by architectural constraints. The team were faced with: 

• Structural restrictions: The installation needed to fit within the lobby’s limited architectural flexibility, without compromising safety or visual performance.
• Big team, tight timeline: Every project manager will tell you that hardware is usually the least of the problems.  It’s collaboration and communication that are often an issue. With the launch fast approaching, designers, engineers and electrical contractors had to collaborate and communicate perfectly to get the job done in time.  
• Immediate ROI: The screen had to deliver impact for customers, advertisers and the cinema from day one, supporting branded content and trailers. And not, of course, forgetting a spectacular experience for moviegoers.

The Solution: Partnership and Empowerment

We think there were two keys to success:

• The partnership ethos and vision shared by LUZ Propia, INFiLED and VIZIONA Cines.
• The focus on empowering LUZ Propia staff to get the very best from the technology. allowing them to use their famed creativity to the full.

INFiLED supported the project from concept to completion, offering full-spectrum involvement across three important areas:

Comprehensive Design that Worked with the Space

INFiLED and LUZ Propia’s technical teams worked closely together to create a screen configuration that worked with the architectural limitations of the lobby, but also reduced overall installation and operational costs.

The team chose a custom build from our GXmk2 range because it has a great balance of visual performance and structural flexibility (perfect for difficult spaces) and delivers an immersive experience, using a mix of deep contrast with black LEDs, uniform brightness, and accurate color.

We built a 54 square meter screen that fit the lobby’s kind-of-awkward dimensions. Its slim, lightweight panels, front and rear access, and tool-free assembly made it easy to install in a structurally tight space (and simplified maintenance down the line). We also provided our expertise to align safety and energy efficiency requirements for the existing infrastructure.

Multidisciplinary Integration

Because we share a passion for transparent communication and innovation, it wasn’t difficult for the LUZ Propia and INFILED team members to work together seamlessly. Our teamwork made the decision process and project execution super-smooth. We were on hand 24/7 for technical support, detailed planning assistance, and flexibility throughout the project. 

Getting the Best out of the Tech

It was important that LUZ Propia could get the best from the screen from the get go. So we delivered in-depth technical training for LUZ Propia’s team, so that they had the know-how to not just operate the screen easily, but to be able  explore their own full creative potential. 

The Result

The end result was a flawless installation – on time, within budget, and ready to support a wide range of visual content. But it’s more than that. The VIZIONA Cines lobby has now become a cinematic spectacle in its own right, and achieved our client’s vision of intensive, engaging experiences for their customers the minute they walk in the door. 

Got an ambitious vision? Or maybe a weird space you want to make less weird and more wonderful? Get in touch. We’re here to help.