Dual liquid Crystalline/Gel behavior with AIE effect promoted by Self-assembly of pyrazole dendrons

•Functionalization of poly(benzyl) ether dendrons with pyrazole groups at the apex were achieved.•Compounds showed rich self-assembly with dual behavior, liquid crystal and gel.•Luminescent hexagonal columnar liquid crystals with AIE effect were obtained.•Luminescent supergels in the blue region with AIE effect were obtained.•XRD studies allowed stablishing analogies between the mesoscopic organization of the liquid crystal phase and the gel fibers.