Jestico + Whiles, London, 2019


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Jestico + Whiles and Porcelanosa Group teamed up with Studio Fractal and Architainment Lighting to create an experimental immersive experience which opened at Clerkenwell Design Week 2019 — Pareidolia

Pareidolia is a unique condition of the mind that craves to interpret and make sense of the patterns, images and colours that surround us, often tricking the mind into seeing familiar and nostalgic imagery in unfamiliar places.

Our installation explores this concept by evoking movement, memory and pattern on a digitally fabricated installation made of Krion, a stone composite produced by Porcelanosa derived from natural minerals. Pareidolia is constructed from a line of 45 freestanding krion fins which are 2.3 metres high and set into a stone platform. Each fin is illuminated with three integrated lighting fittings which animate and bring the installation to life.

The light displays are designed to wash familiar movements, patterns and imagery across the fins to evoke a sense of Pareidolia. The viewer witnesses the colours and movement of a sunrise, a summer grassland and a stormy day, which are projected against the fragmented canvas created by the krion. The shape of the krion was designed in virtual reality and through physical models to create a dynamic canvas which would give a sense of movement to an otherwise static object. A bespoke lighting detail was developed for the installation through experimentation and proto-typing.

The challenge was to conceal the lighting from the viewer. The 135 light fittings grouped in pairs of 3, act as a vertical screen that projects light away from the installation. The light is reflected back off thin reflecting bars that are integrated into each fin. It creates a seamless gradient of light and colour that washes softly across the surface of the fins from a concealed point.

Photography by Aurelien Thomas, Emmanuelle Bosse, Sam Wong


  • Begun: May 2019
  • Completed: May 2019
  • Floor area: 90m2
  • Sector: Arts and culture
  • Total cost: £35,000
  • Funding: Private / Porcelanosa
  • Tender date: Jan 2019
  • Procurement: Construction Management Contract
  • Address: London, United Kingdom

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