In the prestigious CityLife district of Milan, Macropix delivers one of its most emblematic installations. A fully bespoke project of high aesthetic and architectural value inside the PwC Tower, where art, technology and design come together to create a striking visual experience. Every single LED board was designed and engineered to achieve this harmonious vision, demonstrating once again how LED screens can become true artistic and futuristic elements.
The installation created by Macropix for PwC is located inside the iconic PwC Tower, in the heart of Milan’s CityLife district. Designed by architect Daniel Libeskind, the tower is one of the most recognizable landmarks of the Milan skyline and hosts the Italian headquarters of one of the world’s leading audit and consulting firms. In this setting of architectural and technological excellence, Macropix was selected to bring to life a one-of-a-kind project: a scenographic structure that merges design, art and digital communication into a harmonious, immersive language of light.
Technical details of the installation
The project features a three-dimensional composition created entirely to measure, using ultra-high-definition indoor LED displays integrated on inclined and non-linear surfaces. Each module was customized in size and angle with millimetric precision to ensure visual continuity and a seamless fusion with the tower’s interior architecture. The control system enables synchronized content management across the various surfaces, generating a smooth and cohesive visual effect. The entire installation is managed through Omnibus, the software developed by Macropix for scheduling, remote control and real-time diagnostics.
- Technology: custom indoor LED screen
- Structure: three-dimensional, with inclined surfaces and material cladding
- Integration: tailor-made modules installed with millimetric tolerances
- Content management: Omnibus software
Installation benefits
This project enables:
- The main lobby of the PwC Tower to transform into an immersive space with strong scenic impact
- The installation to become a distinctive and representative element of the brand
- Digital content to reinforce the company’s image of innovation and modernity
- Architectural integration that enhances the environment without compromising its elegance
- Software management that ensures efficiency, flexibility and real-time updates
Products used
No standard product was employed for this installation. Every single LED board was custom-designed and manufactured to perfectly match the structure’s geometry, ensuring flawless visual performance and complete integration with the architectural design.
