Success story · Ibercaja

Ibercaja Xplora

303.363

impressions in 40 days

Case summary

The phygital revolution comes to Ibercaja to drive the digital, customer-centric transformation of its headquarters.

Ibercaja Xplora is the technological redesign of Ibercaja's headquarters in Zaragoza, conceived to turn the building into a new place for meeting, professional development and civic life. After the architectural remodelling of the space, the financial institution launched an ecosystem of interactive phygital experiences combining Augmented Reality, Virtual Reality, interactive shop windows and screens that react to passing pedestrians. The goal: to strengthen Ibercaja's commitment to the city, project a renewed, modern image and turn the headquarters into a meeting point between the brand, the institution's history and the public.

Client

Ibercaja

Sector

Banking & Insurance

303.363

impressions in 40 days

101.121

users in 40 days

4.820

minutes of time travel

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01 The challenge

Reinventing the bank headquarters as a civic space

In a sector where traditional banking is losing ground to digital, the physical headquarters needs to justify its existence with more than offices. After remodelling its headquarters in Zaragoza, Ibercaja wanted to turn the new Espacio Xplora into a place for meeting, professional development and civic life, strengthening its commitment to the city and projecting a renewed image. The challenge was ambitious: to fill that new space with life and interaction, to get people to approach the bank with curiosity, discover the latest technologies and learn Ibercaja's history in a way never seen before.

02 The solution

A phygital ecosystem linking street and building

The solution is a set of interactive experiences that connect the outside and inside of the building, combining Augmented Reality, Virtual Reality, interactive shop windows and phygital dynamics. Outside, a 32 m² screen reacts to passing pedestrians and immerses them in an underwater experience in the Ebro river. Inside, a second interactive screen sits alongside the Time Portal, a Virtual Reality experience that invites visitors to explore that same spot in Zaragoza at three different moments: past, present and future. The ecosystem is refreshed periodically to keep the interaction alive.

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Key learnings

What this case teaches the sector.

An experiential space as a new brand format

In a sector where traditional banking is losing ground to digital, the physical headquarters can be reinvented as a space for meeting, inspiration and brand. Interactive screens, Augmented Reality, Virtual Reality and phygital experiences turn a bank building into a place the public wants to approach.

The brand steps out of the building

Installing a 32 m² screen that reacts to passing pedestrians redefines the boundary between brand and city. Digital transformation doesn't stay inside the office: it can step out into public space and create a first touchpoint that surprises, attracts and positions.

Every experience, a data point

With 303,000+ impressions and 101,000+ users in just 40 days, the phygital space proves to be a constant source of real interaction data. Rotating the experiences periodically makes it possible to measure what works, adjust the proposal and avoid the "novelty that wears off" effect. A permanent customer experience laboratory.

A space that changes to invite people back

The periodic rotation of experiences is one of the project's strategic keys: Espacio Xplora isn't opened and left as is, it evolves with new initiatives that invite visitors to return to discover what's new.

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