Essilor Luxottica

LUX – When Light Becomes Narrative

A spatial experience for Luxottica at MIDO Fair, shaped by light, rhythm, and perception.

At Simmetrico, we design experiences where content leads and technology acts as an invisible enabler. For this project, light was not approached as a visual effect, but as the primary storytelling material.

A dynamic LED architecture transforms the space into a living environment , guiding movement, shaping perception, and establishing a continuous dialogue between people and space.

The installation evolves in real time. Sequences of light, synchronized with sound and spatial composition, create a choreography that is both immersive and intuitive.

From entrance to core experience, visitors move beyond observation to become part of a narrative system, where geometry, rhythm, and light interact to reveal the brand’s identity in a subtle yet powerful way.

This is where design, media, and architecture converge , not to impress, but to connect.