The Phygital Studio
Confidential — Concept Proposal
Embassy Citadel Sales Gallery

Brand
Legacy Wall

Concept Proposal — Interactive Installation
Embassy Citadel
Worli, Mumbai
May 2026
TPS — EMB — CTD — 001
01
Project Overview

A legacy you feel
before you read

The Embassy Citadel Brand Legacy Wall reimagines what brand heritage can look like in a luxury sales environment. Rather than a timeline of numbers and dates, the installation communicates three decades of building excellence through a curated physical experience — five architectural sculptures, each representing a landmark Embassy project across India, revealed through light and touch.

At rest, the wall is monolithic and austere — warm stone backdrop, bronze pedestals, silent acrylic towers. When a visitor engages, the space comes alive: each model illuminates in sequence, the backdrop transforms, and the room itself becomes a statement of legacy.

5
Landmark Projects
32ft
Wall Span
1
Kiosk Trigger Point
3D
Acrylic Sculptures
Concept Renders
Render 01 — Rest State
State 01 — Rest
Unlit — form speaks alone
Render 02 — Reveal
State 02 — Reveal
Sequential illumination, warm amber glow
Render 03 — Full Reveal
State 03 — Full Reveal
All towers lit, backdrop fully washed
Renders are indicative of the final look and feel. Actual materiality, lighting intensity, and pedestal finish to be confirmed following the design intent document from the interiors consultant.
Interaction Experience

Four moments.
One seamless reveal.

I
Arrival & Rest State
Visitor enters the reception. The wall is composed and dimly lit — five dark acrylic towers on bronze pedestals against a warm stone backdrop. Presence is felt without demand.
II
Touch Activation
Visitor places hand on the kiosk surface. A subtle visual prompt initiates the sequence. The Phygital Studio Automation Processor registers the input and triggers the reveal logic.
III
Sequential Illumination
Each acrylic model lights from within, one by one, left to right — a 2-second interval between each. The backdrop cove builds in tandem, flooding the stone wall with warm amber light.
IV
Full Reveal & Browse
All five towers are lit. The backdrop is at full wash. The kiosk enters browse mode, surfacing each project's credentials on screen. Auto-returns to rest after 90 seconds of inactivity.
Installation Components
The Concept
Towers
of Light
Each of the five 3D-printed acrylic models is a precise architectural abstraction of a landmark Embassy project — refined enough to read as art up close, commanding enough to be felt from across the room.
  • Wall Span32ft active on 47ft wall
  • Sculptures3D printed acrylic, translucent, internally lit
  • LightingLED internal + cove wash, warm amber
  • ControlPhygital Studio Automation Processor
  • InterfaceTouch kiosk, branded UI
  • Budget Zone₹ 15,00,000 (original)
01 — Core Element
Architectural Acrylic Sculptures
Five precision 3D-printed translucent acrylic towers, each a sculptural interpretation of a landmark Embassy development. Internally lit via concealed LED module within the pedestal base. At rest: pure unlit form. Activated: soft internal glow rises through the acrylic from base to apex, revealing architectural detail.
02 — Lighting
LED Lighting System
Concealed warm LED modules within each pedestal base for internal model illumination. Separate cove LED strip system behind the pedestal line for backdrop wash. All channels independently addressable and controlled via the Phygital Studio Automation Processor.
03 — Control
Touch Kiosk Interface
Slim branded kiosk with capacitive touch surface and embedded display running the Phygital Studio's custom control application. Triggers the lighting reveal sequence and surfaces project credentials per illuminated tower. Fully branded with Embassy Citadel identity and fonts.
04 — Automation
Phygital Studio Automation Processor
All lighting channels are managed by the Phygital Studio's proprietary automation processor. Our custom application interfaces directly with the processor to govern sequencing, intensity, timing, and idle-state logic — enabling precise, repeatable lighting behaviour across all five towers and the backdrop cove.
Lighting States

Three states.
One composition.

01
Rest
Default — No Interaction
Ambient room lighting only. Acrylic models are unlit — visible as sculptural forms, without internal glow. Backdrop cove is off. Kiosk shows a minimal idle state with Embassy Citadel branding. The installation commands space through form alone.
02
Reveal
Triggered — Touch on Kiosk
The Phygital Studio Automation Processor executes sequential LED activation across all five pedestals at 2-second intervals. Internal glow builds base-to-apex in each tower. Backdrop cove builds simultaneously. Full reveal duration: approximately 12 seconds.
03
Hold
Post-Reveal — Dwell State
All five towers fully illuminated. Backdrop at full warm wash. Kiosk enters browse mode. Processor holds all lighting channels at full output. Auto-returns to rest state after 90 seconds of touch inactivity via processor timer logic.
Technical Installation Overview

Every component.
Every connection.

The illustration below details the complete technical anatomy of the Brand Legacy Wall installation — from the exploded component breakdown of each pedestal unit, to the full automation and wiring flow that governs the visitor experience. Every cable run is concealed, every component is purposefully placed, and the entire system is driven by The Phygital Studio's proprietary control architecture.

Embassy Citadel — Technical Installation Overview
Component Detail
Exploded Pedestal Assembly
Each pedestal unit comprises a solid bronze outer shell, integrated LED uplight, frosted acrylic architectural model mount, and concealed low-voltage cable routed through the floor conduit to the central control system.
Wiring Architecture
Automation & Signal Flow
Touch Kiosk → Control Processor → Phygital Studio Automation Controller → LED Drivers / Dimmer Controller → Pedestal 1–5 + Logo Backlight. All powered via UPS-backed mains input with concealed service access behind the feature wall.
Experience Sequence
Idle → Touch → Full Reveal
At idle, models and logo are off. Visitor touches the kiosk to begin. Models illuminate sequentially left to right as the logo backlight brightens — a choreographed reveal driven entirely by the Phygital Studio automation layer.
Infrastructure
Hidden. Reliable. Serviced.
All cabling is fully concealed within pedestal bodies and floor conduit. A UPS backup power unit ensures uninterrupted operation. The equipment rack is accessible via a concealed service panel behind the feature wall — invisible to visitors.
Technical Architecture

Precision engineered
to the last lumen.

The installation is built on a centralised control architecture developed in-house by The Phygital Studio. All lighting channels, interaction triggers, and content sequencing are governed by our proprietary automation processor and custom application stack — ensuring reliable, repeatable performance across every visitor interaction.

Central Control — Primary Unit
The Phygital Studio Proprietary Automation Processor
The heart of the installation's control architecture. Our automation processor manages all DMX lighting channels across the five pedestal LED modules and the backdrop cove LED system. The Phygital Studio's custom-built application runs natively on the processor, providing real-time control of lighting sequencing, intensity curves, trigger logic, and idle-state automation. An integrated 24" interactive touchscreen serves as the technician configuration panel — enabling live adjustment of sequence timing, brightness levels, and state transitions without interrupting the visitor experience.
DMX512 output — multi-channel addressable lighting control
Custom Phygital Studio application — native deployment
Real-time state management — Rest / Reveal / Hold / Return
Kiosk trigger input — capacitive touch, RS232 / TCP-IP
24" integrated touchscreen — technician configuration panel
Scheduled auto-reset and idle-state timer logic
Pedestal LED Modules ×5
Internal Acrylic Illumination Units
Each pedestal houses a concealed high-CRI warm white LED module at the base of the acrylic sculpture mount. Each module is independently addressable via DMX, allowing the processor to fire them in precise sequence with individually programmed fade curves and intensity ramps.
High-CRI warm white — 2700–3000K
DMX addressable — individual channel per pedestal
Concealed within pedestal — zero visible hardware
Backdrop Cove System
Ambient Wall Wash — LED Strip Array
A continuous warm LED strip array mounted in a concealed cove behind the pedestal line. Controlled via a dedicated DMX channel, the cove output ramps progressively in sync with the reveal sequence — from a dim ambient wash to full intensity at complete reveal.
Continuous LED strip — warm amber, 2700K
Single DMX channel — ramp-linked to reveal sequence
Concealed cove mount — no visible fixture
Kiosk — Visitor Interface
Touch Trigger & Display Unit
The visitor-facing kiosk connects to the Phygital Studio Automation Processor via RS232 or TCP/IP, sending a trigger signal on touch-surface activation. The embedded display runs the branded Phygital Studio UI, surfacing project credentials per illuminated tower. All content is locally stored — no live internet dependency.
Capacitive touch — single or multi-touch trigger
Embedded compute — local content, no cloud dependency
Branded UI — Embassy Citadel fonts and identity
Signal Flow
Visitor Touch
Kiosk Trigger
TPS Processor
DMX Output
LED Modules ×5
Backdrop Cove
Scope Definition

Clearly defined.
Cleanly executed.

To ensure the smoothest possible delivery, the scope for the Brand Legacy Wall installation is divided between The Phygital Studio and the appointed interiors contractor — each working within their area of specialist expertise.

The Phygital Studio
Digital, Technology & Experience Scope
  • 3D Printed Acrylic Building Models (×5)
    Precision-printed translucent acrylic architectural sculptures, each representing a landmark Embassy project. Designed, printed, and supplied entirely by The Phygital Studio.
  • Full LED Lighting System
    Supply and installation of all LED modules — internal pedestal puck units (×5) and backdrop cove LED strip array. All fixtures, drivers, and power supply units included.
  • Phygital Studio Automation Processor
    Supply, configuration, and deployment of the proprietary processor with custom application for lighting sequence control, state management, and idle-reset logic.
  • Branded Touch Kiosk
    Design, fabrication, and supply of the visitor-facing kiosk with embedded display, branded UI, and processor communication integration.
  • Complete Electrical Wiring Diagram
    Full issued-for-construction wiring diagram covering all LED modules, cove system, processor, kiosk, and power distribution — provided to the interiors and civil team prior to construction.
  • On-Site Installation, Integration & Commissioning
    Physical installation of all digital and lighting components, processor integration, calibration of sequence timing and intensity, and final commissioning sign-off.
Interiors Contractor Scope
Civil, Fabrication & Structural Scope
  • Curved Backdrop Wall — Fabrication & Finish
    Construction and surface finishing of the curved stone-textured backdrop wall, including all civil work, structural support, and material application.
  • Bronze Cylinder Pedestals (×5)
    Fabrication and installation of all five pedestal units, including hollow internal structure to house LED drivers and power supply per The Phygital Studio wiring diagram.
  • Electrical Conduit & Cable Routing
    All in-wall and in-floor conduit runs, cable trunking, and junction boxes per the issued wiring diagram. Mains power termination points at each pedestal base and processor location.
  • Cove Structure for Backdrop Lighting
    Construction of the concealed cove housing behind the pedestal line for LED strip mounting, per dimensions and placement specs provided by The Phygital Studio.
  • Flooring, Skirting & Surrounding Finishes
    All floor and surrounding wall finishes in the legacy wall zone, consistent with the broader experience centre interior design intent.
The interiors scope listed above is recommended to be handled by the appointed interiors contractor already engaged across the Embassy Citadel Experience Centre. Given their familiarity with the space, materials, and site conditions, they are best positioned to execute the physical fabrication elements efficiently and in alignment with the broader interior design intent. The Phygital Studio will provide full technical documentation, wiring diagrams, and dimensional specifications required to support their work.
Phygital Studio Deliverables

What we
deliver.

1

3D Printed Acrylic Building Models ×5

Precision-printed translucent acrylic architectural sculptures representing five landmark Embassy projects. Designed and produced entirely by The Phygital Studio. Final project list to be confirmed by Embassy.

2

Complete LED Lighting System

All LED hardware including five internal pedestal modules, backdrop cove LED strip array, drivers, power supply units, and all associated mounting hardware. Warm white, high-CRI throughout.

3

Phygital Studio Automation Processor + Custom Application

Proprietary processor fully configured for this installation. Includes all lighting sequence logic, state management, idle-reset timer, and on-site calibration. Custom application deployed and tested pre-handover.

4

Branded Touch Kiosk

Visitor-facing kiosk with capacitive touch surface, embedded display, and fully branded Embassy Citadel UI. Integrated with the processor for trigger-to-sequence communication. All software and content locally stored.

5

Electrical & System Wiring Diagram

Complete issued-for-construction wiring diagram covering all LED modules, cove lighting, processor, kiosk, and power distribution. Delivered to the interiors contractor prior to civil work commencement.

6

On-Site Installation & Commissioning

Full physical installation of all digital and lighting components, processor and kiosk integration, lighting calibration, sequence testing, and final sign-off commissioning by The Phygital Studio team on-site.

Budget Overview

Transparent
cost breakdown.

The original budget allocated for the Brand Legacy Wall in the earlier proposal was ₹10,00,000. Given the evolution of the concept — from a typographic wall to a fully interactive phygital installation with 3D architectural sculptures, a custom lighting system, and a proprietary automation layer — the scope and investment have grown meaningfully. The following reflects our current evaluation.

Phygital Studio Scope — Detailed Breakdown
₹8L
Kiosk + Processor + Lighting
Includes the proprietary Phygital Studio Automation Processor, custom control application, full LED lighting system (pedestal modules + backdrop cove), and the branded visitor touch kiosk with embedded display.
₹1.5L–₹2L
Per 3D Printed Building Model
Each precision 3D-printed acrylic architectural sculpture. Across five buildings, this totals approximately ₹7.5L–₹10L depending on complexity and scale.
₹2L
On-Site Installation & Commissioning
On-site installation of all digital and lighting components, processor integration, calibration, sequence testing, and final commissioning by The Phygital Studio team.
Phygital Studio — Indicative Total
₹17.5L–₹20L
Technology, Sculptures & Installation
Based on current evaluation: Technology + Lighting + Kiosk (₹8L) + Five 3D Printed Buildings (₹7.5L–₹10L) + Installation & Commissioning (₹2L). Final figures subject to detailed scope confirmation and building model complexity sign-off.
Interiors Contractor — Excluded from Above
Additional Civil & Fabrication Costs
To be budgeted under interiors scope
  • Curved backdrop wall — fabrication, material finish, and civil build-out
  • Five bronze cylinder pedestals — fabrication, finish, and installation
  • Electrical conduit & mains power points — per issued wiring diagram
The original budget of ₹10,00,000 was scoped for a static or semi-digital wall treatment. The concept presented here represents a significantly richer installation — one that reflects Citadel's positioning as a truly premium product. We are committed to working with the Embassy team to refine costs where possible once the final building list and design intent document are confirmed. A detailed cost breakout can be shared following concept sign-off.
The Phygital Studio

Prepared for
Embassy Citadel

Confidential — For Client Review Only  ·  May 2026