When moviegoers step into VIZIONA Cines, the immersive experience begins even before they reach their seat.

This is possible because VIZIONA Cines, the brand for film lovers in Colombia, partnered with experience design specialists LUZ Propia to create a spectacular visual entrance that captures the magic of cinema even before the first scene begins.

LUZ Propia, based in Colombia, is the brainchild of Jorge Ogliastri. For over ten years, its focus has been using light as a narrative tool to strengthen the bond between brand and audience. The key to its success lies in transforming bland physical spaces into memorable and emotionally resonant experiences. No wonder VIZIONA Cines turned to LUZ Propia to bring to life an ambitious immersive experience for its customers.

In turn, LUZ Propia needed a technical partner who could co-create and execute with speed, precision, and creativity, and that’s why they trusted INFiLED.

The Vision: 'Cinema before cinema'

Cinema before cinema is the concept that defines this project. The vision had two main goals: to make better use of the traditionally dull lobby space by creating an enriched experience for filmgoers, and to set a new standard for digital communication in Colombian cinemas.

The challenge: tight deadlines, limited space

VIZIONA Cines had clear goals and a tight schedule. The project had to deliver technical precision, visual impact, and operational efficiency within a space constrained by architectural limitations. The team faced:

• Structural restrictions: The installation had to adapt to the architectural limitations of the lobby without compromising safety or visual performance.
• Large team, tight timeline: Any project manager knows hardware is rarely the problem. The real challenge is often collaboration and communication. With the opening fast approaching, designers, engineers, and electrical contractors had to work together and communicate flawlessly to complete the project on time.
• Immediate ROI: The screen had to make an impact from day one for clients, advertisers, and the cinema itself, displaying branded content, trailers, and of course, delivering a spectacular experience to moviegoers.

The solution: partnership and empowerment

There were two key factors to success:

• The collaborative philosophy and shared vision between LUZ Propia, INFiLED, and VIZIONA Cines.
• The focus on empowering the LUZ Propia team to get the most out of the technology, allowing them to fully unleash their signature creativity.

INFiLED supported the project from concept to completion, participating integrally in three essential areas:

• Comprehensive design adapted to the space: The technical teams of INFiLED and LUZ Propia worked closely to create a screen setup that respected the architectural constraints of the lobby, while also reducing installation and operating costs. The team chose a custom build from the GXmk2 range for its balance of visual performance and structural flexibility—ideal for complex spaces—and its immersive output, thanks to deep contrast from black LEDs, uniform brightness, and accurate color. A 54-square-meter screen was created to fit the lobby’s somewhat irregular dimensions. Its slim and lightweight panels, front and rear access, and tool-free assembly made installation in a tight space easy and simplified future maintenance. Expert advice was also provided to meet safety and energy efficiency requirements.
• Multidisciplinary integration: Thanks to a shared passion for transparent communication and innovation, the teams from LUZ Propia and INFiLED worked seamlessly together. This smooth collaboration made decision-making and project execution efficient. INFiLED was available 24/7 for technical support, planning assistance, and flexibility throughout every phase.
• Getting the most out of the technology: It was essential that LUZ Propia could maximize the screen’s potential from day one. That’s why in-depth technical training was provided to their team—so they could not only operate the screen easily, but also explore their full creative capabilities.

The result

The final result was a flawless installation: delivered on time, within budget, and ready to showcase a wide range of visual content.

But it was more than that. The VIZIONA Cines entrance has become a cinematic spectacle in its own right, fulfilling the client’s vision of providing an intense and immersive experience from the moment visitors walk through the door.