ALAI RETAIL | Retail

When the logo looks back: a mirrored 3D sign for Framesi (Madrid)

Some events are simply set up.
Others are experienced the moment you walk in.

In Madrid, during the congress celebrating Framesi’s 80th anniversary, the visual concept was clear: mirrors, reflections, and a bronze tone shaping the entire atmosphere. When the theme is all about shine, the first impression cannot be average.

That is why Alai Retail commissioned us to create the piece welcoming attendees at reception: a large-scale 3D logo sign designed to stand out immediately.

The challenge: a 4-meter logo with zero room for approximation

The structure measures 400 x 160 x 60 cm.
At this scale, precision is non-negotiable—every detail is visible.

The goal was to integrate seamlessly into a mirror-based environment while still delivering a strong, distinctive presence.

The solution: layered materials, true depth, and a carefully matched bronze finish

The piece was built on a fully silver mirrored base, amplifying the surroundings and enhancing lighting effects.

Above it, a frosted acrylic (acid-etched) element supports the logo crafted in expanded polystyrene, finished with:

• • Painted edges to define the contours and strengthen visual impact.
• • Bronze mirror vinyl on the front faces, carefully matched to the event’s palette.
• • Depth on both the front and back, creating a fully three-dimensional presence from multiple viewpoints.

What makes it work: detail selection and finish control

This was not a “close enough” project.
All tones, colors, and finishes were tested and selected with care, because in mirror-based designs every choice is multiplied by reflections, lighting, and viewing angles.

And at the entrance of an event, the margin for error is zero.

Result: a reception moment that draws people in

The logo does more than identify the space—it creates a scene.
It reflects the environment, interacts with light, and becomes a natural photo point for attendees.