• What would be your company's Elevator Pitch?

Instronic is a Barcelona-based studio working at the intersection of architecture, technology and digital experience. We design media architecture and integrated experiences that transform physical spaces, bringing together spatial thinking, technology, audiovisual systems and digital visuals from early design concept through implementation and maintenance.

• What is the key success factor for your company?

We don't see technology, architecture and digital experience as separate layers. Our strength is understanding how they need to work together from the beginning, combining creative, technical and spatial expertise within the same team.

• What project are you currently working on?

We are currently working across several projects in Spain and internationally, from cultural and public spaces to retail, hospitality and large-scale destinations. One of our recent intervention is Phenomena Experience, an iconic Barcelona cinema. Alongside commissioned projects, our continuing project is Ōnic, our platform for licensable digital artworks designed specifically for physical spaces.

• What are you learning right now?

We are continuously learning how people's expectations of physical spaces are changing. Screens and technology are everywhere, but that doesn't automatically make a space more engaging. We are interested in what makes technology actually belong to a place: when it adds atmosphere, identity, flexibility or meaning rather than simply adding another digital layer.

• Why did you decide to join 22@Network Barcelona?

We have been based in this part of Barcelona for years. Instronic was born in Villanova del Valles and since 15 year has a barcelona-based location, here in sant marti. So joining 22@Network felt like a natural way to become more actively connected to the ecosystem around us. We are particularly interested in meeting organisations shaping physical places and destinations: from real estate developers and mixed-use developments to campuses, multi-purpose venues, cultural institutions and brands investing in physical experiences.

• How do you think being part of the 22@Network Barcelona association helps your company?

For us, the value is not only visibility but proximity. Being part of the network creates more opportunities to exchange knowledge, meet organisations outside our immediate industry and identify areas where different disciplines can collaborate. We are particualrly interested in those thinking about how physical environments can become more engaging, adaptable and meaningful; and where media, technology and digital experience can play a role from the early stages.

• What do you contribute to the 22@ ecosystem?

A perspective on how technology becomes part of the built environment and, ultimately, part of people's lived experience. We bring more than 50 years of experience working with audiovisual technology, combined today with media architecture, experience design and digital visuals. We hope to contribute both practical knowledge and a space for experimentation and conversation around what the next generation of physical environments could be.

• What attracts you to this ecosystem?

The mix of organisations shaping the district from very different perspectives. Technology companies sit alongside universities, cultural organisations, creative industries, developers and brands. For us, that creates an interesting environment for conversations about the future of physical spaces: how we work, gather, learn, visit and experience places, and how those places can evolve and adapt over time.

• Who do you know that you think the entire 22@ community should get to know?

I’d introduce the community to Belaudire, Instronic’s sister company and specialist audiovisual integrator. While Instronic often works on defining and designing the experience, Belaudire becomes especially relevant when the AV solution moves into implementation, translating the approved design into a reliable technical system through engineering, installation, commissioning and ongoing support. For many organisations in 22@ developing workplaces, venues and public-facing spaces, their practical delivery expertise could be highly valuable.

• How would you define innovation in the 22@ district?

Innovation is not simply the presence of new technology. In a district like 22@, it is the ability to create connections between disciplines, organizations and people, and turn those connections into new ways of working, making and experiencing the physical space.

• How would you define sustainability in the 22@ district?

Sustainability is about thinking beyond individual buildings or organisations and considering the district as a living system. That includes environmental performance, but also how we reuse infrastructure, adapt spaces over time, share resources and create places that remain useful and relevant as needs change.

• Where do you see your company in 5 years?

We see Instronic becoming increasingly involved in the early stages of designing physical environments, working alongside architects, designers, developers and brands to help shape the brief, define the experience and establish the role of media and technology from the outset.

Bringing this thinking in early allows technology to become an integral part of the space rather than an addition to it, creating more coherent experiences while making better use of the architecture, infrastructure and investment.

At the same time, we want to continue developing our own tools, products and platforms, advancing approaches that make better digital experiences in physical spaces more accessible, adaptable and memorable.

Learn more about Instronic.