Soho House Madrid
Digital Signage for Art: A Fusion of Creativity and Innovation
Digital signage for art is redefining artistic expression, where art and technology are no longer separate worlds but two forces merging. It brings a new dimension to creativity by dissolving the boundaries between the tangible and the digital. Through light, movement, and dynamic content, it creates living canvases where emotions take shape in ways never seen before.
At the crossroads of tradition and innovation, digital signage opens new possibilities for artists and curators. It allows for the creation of immersive environments where artworks evolve, respond, and interact with their surroundings. More than a tool, it becomes part of the artistic language—turning static spaces into sensorial experiences that captivate and inspire.
Soho House: A Visionary Approach to Luxury and Art
Soho House is more than a members’ club; it is a global hub for creatives, where design, culture, and exclusivity blend into a unique lifestyle. Every Soho House location is a masterpiece in itself, curated to reflect its surroundings while delivering a seamless fusion of elegance and artistic expression.
In Madrid, a city celebrated for its deep artistic heritage, Soho House embraces innovation while staying true to the essence of its creative soul. During ARCO Madrid, Spain’s premier contemporary art fair, the city becomes a stage where global talents converge, ideas are exchanged, and new artistic frontiers are explored. It is within this context that Soho House sought to elevate its presence—transforming its event into an immersive journey where digital and physical artistry intertwined.
The Need for a New Artistic Language at Soho House Madrid
Hosting an event at Monbull Venue, a space known for its breathtaking atmosphere and avant-garde approach, required an equally visionary digital concept. Soho House wanted to go beyond conventional event design, crafting an experience that merged contemporary art with cutting-edge digital innovation.
The work of Irene Molina, an artist celebrated for her ethereal, semi-transparent sculptures, was at the core of this vision. Her art exists in a delicate balance between materiality and lightness, between presence and void. Bringing it to life within a digital context meant creating a dialogue between the tangible and the immaterial—between what is seen and what is felt.
For an audience accustomed to luxury and exclusivity, the challenge was to enhance the aesthetic of the space without overpowering it. Soho House needed a solution that would not only complement Irene Molina’s work but also elevate it—transforming Monbull Venue into a living, breathing artwork where guests could step inside an experience, rather than merely observe it.
Our Digital Signage Solution: A Symphony of Light, Emotion, and Space
To translate this artistic vision into reality, we designed a digital installation that felt organic, fluid, and alive. Instead of conventional screens, we utilised destructured LED displays, creating an abstract canvas that dissolved the boundaries between technology and art. These fragmented, luminous surfaces extended beyond the expected, weaving through the space like an artistic current, echoing the ethereal nature of Irene Molina’s sculptures.
Content was not merely displayed—it breathed. It reacted to the space, to the movement of guests, to the ambient atmosphere, creating a symphony of visuals that resonated with the artwork and the venue itself. Light became texture, motion became poetry, and every digital stroke was carefully curated to enhance, rather than compete with, the surrounding artistic expressions.
The experience was not just visual—it was deeply emotional. Guests did not just look at the art; they stepped inside it, becoming part of a dialogue between form, light, and space. The result was an event where technology did not disrupt creativity but instead became an extension of the artistic vision, seamlessly blending with the sophistication and aesthetic philosophy of Soho House.
The Results: A New Paradigm for Digital Art Experiences
The Soho House event at Monbull Venue was more than just a showcase—it was a statement. A statement that digital signage for art is not about screens; it is about storytelling. It is about crafting immersive experiences where guests do not simply witness art but feel it, interact with it, and become part of it.
The fusion of Irene Molina’s delicate sculptures with our digital installations created a poetic harmony, one where physical and digital elements spoke the same artistic language. The impact was immediate and profound—guests were transported into a world where art, technology, and emotion seamlessly connected, setting a new standard for how digital signage can transform luxury events.
This project reaffirmed Soho House’s status as an innovator in the intersection of design, culture, and experience. By embracing digital artistry in its most refined form, it not only enhanced its event but also pioneered a new way to integrate digital signage into the world of contemporary art—one where technology disappears, leaving only beauty, emotion, and inspiration behind.
