Ephemeral pavilion LR3 Experience

The project arises from the desire to present the new collection of the fashion brand LR3, merging virtual and digital reality with physics. The approach consists of creating an ephemeral space located inside the Nuestra Señora del Carmen pavilion, in the modernist Sant Pau enclosure, the work of the architect Domènech i Montaner. The arrival at the pavilion is made from the northern part of the old hospital and some naked and pixelated avatars serve as a claim for the experience.

The ephemeral architecture proposal highlights the contrast between the packaging of the heavy and ornamental construction of the historical heritage against the lightness of the technological environment that is created inside. For this, a light self-supporting structure has been arranged which respects the original envelope, without coming into contact with it and generating an interstitial space that shows the separation of the two construction worlds, solving in turn the passage of the facilities. This autonomous structure configures three different environments and has been covered on the inside with white tarps stretched with a system of modular canvases.

The entrance to the pavilion is through a small door framed in the original weathered woodwork of the building. A bright orange curtain has been proposed to enhance the contrast with the delicate ornamentation of floral motifs from Sant Pau and convey the idea of ​​access to the dream world proposed by the brand. Once inside the pavilion, we access the first room, a space with clean lines bathed in overhead lighting that stains the white canvases in the most representative color of LR3. In this first space, the virtual experience takes place, in which the viewer is immersed in the universe of the brand and learns, through the avatars, its new collection.

The second room is made up of a perimeter of led screens that form an envelope in which the avatars of the previous experience are projected, dressed in the new collection and walking on a completely white neutral background. In this space the user merges as if it was another avatar, walking through the orange carpet. This carpet replaces the function of the walkway along the entire linear route of the installation, crossing the three rooms.

In the third room we finally find the tangible and physical collection, presented on mannequins of different sizes, suspended from the ceiling with invisible threads. The mannequins thus seem to float in space, recovering the virtual experience seen in the first room.

To achieve the integration of the virtual, digital and physical experience through the three spaces, a dense atmosphere has been created, incorporating different sensory stimuli. A particle machine has been used to generate the thickness of the fog and natural essences have been added which evoke an ecclesiastical environment. Acoustically, the space has been covered with binaural sounds, which, unlike stereo sounds, produce a more enveloping sound sensation. These factors stimulated the different senses and created a haptic atmosphere, transmitting the sensations of viscosity and texture captured by sight.

This proposal for the presentation of the new LR3 collection replaces the classic traditional parade with an immersive experience, in which the spectator is also the protagonist. And so, through the catwalk of this pavilion, all kinds of bodies, sizes, identities or aesthetics parade.

Lead Architects: Ana García, Ruben Casquero
Creative Direction: LR3
Production: DU-DA