Refractiv
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We support architecture studios and brands through media architecture consulting, media and software development, and onsite commissioning.
Refractiv is the independent practice of Luca Pietropaolo, consultant, artist and technologist working at the intersection of architecture, experiential brands, and real time media.
We collaborate with architecture studios and brand teams from early consulting and media strategy through system build, testing, and onsite commissioning. The goal is to create intentional media installations that belong to the architecture and act as a bridge between people and the spatial system.
At concept and early design stage, we define how media belongs in the space. Media moments and journey logic are translated into display topologies aligned with the project direction. The result is a clear brief that can be specified, coordinated, and integrated by the wider project team.
Interactive systems are designed as part of the spatial experience, including sensing approach, device placement, and technology selection, for example LiDAR or computer vision. Content logic and system behaviour are defined and implemented in custom software. Inputs are connected to real-time visuals and lighting.
Digital art and 3D motion graphics for large scale video canvases and immersive environments, developed from narrative, spatial choreography, and interaction behaviours. The work can respond to people, timing, and context. Content and visitor flow form one cohesive choreography in the space.
Lighting is treated as a responsive layer within the media system. Lighting logic, control approach, programming, and cues are handled as part of the build. The goal is to create unique lighting sculptures or to complement screens, materials, and spatial atmosphere.
We define the project intent, spatial journey, and media moments. We align on scope, success criteria, and how media integrates with architecture.
We translate narrative into content strategy, interaction behaviours, and system logic. We define sensing approach, device placement, and key technical constraints.
We build real-time content systems, interactive software, and show control logic. We develop visuals, behaviours, and cues so content, visitors, and lighting form one cohesive system.
We coordinate with the project team for specification, procurement support, integration, and onsite commissioning. We iterate with feedback and validate performance in the built space.