New Roca showroom features LED storefront

The two-storey Roca showroom, located in Dongzhimen, Beijing, was created by architecture firm MAD. It features a large screen of LEDs on each floor that display intriguing video content to capture the attention of passers-by.

Images shown on the screen include simulated visuals of people using and interacting with the showroom interior, and serve to connect the showroom’s internal spaces. From the outside, the showroom creates the illusion that the store is a hive of activity, encouraging consumers to walk inside.

The screens also display dynamic images of nature that transform the space, such as simulated sunshine on a particularly smoggy day.