INTERACTIVE ARCHITECTURE AS A MEDIUM TO

MEDIA FACADES
TLVS Murthy
School of Planning and Architecture, Vijayawada
1100100195
B. Arch, 5th-year
2014

ABSTRACT
An Interactive architecture is a recent phenomenon empowered through new
technologies and materials. As a result, architects usually are managing questions involving
adaptability, changeability, and interaction. On the other hand, you can find no detailed design
and style methods to assistance this type of buildings. The main objective of this research is to
collect procedures that can assistance the style involving interactive buildings and making
spaces a lot more interactive and reactive by optimizing efficiency and experience of spaces by
using Technologies.
Keywords: Responsive, interactive architecture, human computer interface, aesthetic, digital
displays, Future advertising and communication systems.
1.0 INTRODUCTION
Media Facades are progressively becoming common in urban public life. This is
because of fast advances in display technologies, projection and input methods to encourage
various types of interactions. These displays have moved out of exploration research centers into
open spaces, plazas, Exhibitions, libraries, also building facades, where they show data and
improve encounters in a profoundly visual and interactive way. Researchers started exploring
capability of public-displays in educational, interactive activities.
Open spaces pull in differing typologies of people who vary in age, fascination,
and involvement with innovation and who will respond to spontaneous and frequently changing
activities, separately and in gatherings. Likewise, open settings' spatial formats, sizes, lighting
conditions, also social undertones influence which show innovations furthermore communication
procedures are sufficient and how individuals will communicate with and experience an
interactive installation.
man
Through the years, a group of exploration has
shaped on interactive public displays, including media facades,
historical center displays, interactive showcases installed in urban
settings like Plazas, shop windows and community displays. The
specialized difficulties in regards to display advances and info
gadgets suitable for urban situations are still relevant.
media
environment

Research inquiries with respect to the most effective method to best advance,
meaningful open displays that offer encounters in cooperation, origin, and possession are picking
up importance. Scientists are searching for alternatives to establish installations that serves just
for business and commercial needs indirectly "polluting" our open surrounding.
The term Media Facade is often associated with over-dimensional screens
and animated, illuminated advertising, and places like Times Square, the Strip in Las Vegas and
Hong Kong are trailblazers for this media architecture. The facade itself is dematerialized and
turned into one huge advertising medium for sending messages. At the onset of dusk the building
moves into the background and serves only as a backdrop for the light show which then becomes
the main attraction. Media facades can evoke the most diverse emotions, from a big city feeling
to annoyance at light pollution. They are also seen as tourist attractions, Pop Art or as eye sores.
Architecture tends to use media facades more and more as a stylistic feature. What used to be
applied to facades after construction more in the way of a blemish is now part of the planning
process and offers new scope for visionary design which coined the term 'Mediatecture'.
Interactive Architecture is a processes-oriented guide to creating
dynamic spaces and objects capable of performing a range of pragmatic and humanistic
functions. These complex physical interactions are made possible by the creative fusion of
embedded computation (intelligence) with a physical, tangible counterpart (kinetics). A
uniquely twenty-first century toolbox and skill set virtual and physical modeling, sensor
technology, CNC fabrication, prototyping, and robotics necessitates collaboration across
many diverse scientific and art-based communities. Interactive Architecture includes
contributions from the worlds of architecture, industrial design, computer programming,
engineering, and physical computing. (Michael Fox & Miles Kemp 2009).

INTERACTIVE DISPLAYS

Image reference from: Michelis, D., Mller, J. 2010. The Audience Funnel. In:
International Journal of Human-Computer Interaction, to appear.

Fig.
2

Fig.
1

Fig.
4

Fig.
5

Fig.
3

Fig.
6

Fig.1: LED facade in

amorphous form at the
Geneva Car Show 2005.
Fig.2&3: Chanel flagship store in Ginza,
Tokyo.
(image Source: bix.at).
Fig.4: BIX media facade at
The Kunsthaus Graz, by realities: United
architects
(image Source: bix.at).
Fig.5&6: Allianz Arena in Munich,
Germany, by Herzog & deMeuron
architects

2.0 THE DIGITAL CITIES

The Digital Cities looked at how digital technology helps us understand
and improve the planning and experience of our city. These also looked at the impact on
movement in cities: how communication and information technologies enhance a person's
experience of place; how people interpret cities with the use of technology; and how mapping
influences the design and planning of cities.
Followers of energy efficiency and sustainability in the built environment
have always understood the importance of the facade as a key element for a building to
achieve these aims. In recent times the multiple roles played by the facade in providing natural

light, enhancing visual amenity and improving thermal comfort has

come to the fore. This is in no small measure due to improvements in
technology being achieved at low costs. A number of international and
local buildings have demonstrated the effectiveness of a facade to
resolve aesthetic priorities against performance requirements. These
buildings stand apart from others in part because of the level of detail in
the resolution of the facade, and
its integration
Fig.
Fig.
with the other building systems.
1
2
Fig.1: LED Interactive Tiles. Germany
Fig.5: AMP Building, Singapore

Fig.
3

Fig.2: interactive digital displays freezing persons

silhouette
Fig.4: Illuminated advertising Tokyo

Images source: http://www.architonic.com/ntsht/mediafacade/7000408

Research Fig.
on public digital displays has recently
started shifting its focus from 4
single purpose public displays that are
Fig.
developed
with
a
single
task
or
application in mind to general5
Fig.
purpose displays that can run several
applications, developed by different
6
vendors. Display applications stores,
privacy, and user generated content,
application and content scheduling, interaction mechanisms, and interaction abstractions have
been the focus of recent research.

SCOPE OF DIGITAL CITIES IN INDIA

Survey carried in Vijayawada, in locations having
digital displays in
facades.

ASPECTS
SURVEYED ARE

The impact of
the digital display to

analyze both positive and negative

impacts on people.
Fig.
Study the behavior patterns of
people in response to the
2
displays.
Study of the role of digital displays plays in that particular location.

Fig.
1

SHOPPERSSTOP (SHOPPING COMPLEX) in Vijayawada

The location of shoppers stop is near a traffic junction. It grabs the

attention of people who pass by the building. As the display provided is large enough with
bright LED lights. As there is a small buffer space with fountain before the shopping complex,
Fig.1&4: SHOPPERSTOPVIJAYAWADA

Fig.
IMAGESOURCE:http://andhrastories.blo
3 gspot.in/2012/02/success-story-of-Fig.2: google
Fig.3:
maps
Section
snapshot
Sketch
of site
showing the of influence of
lepl.html
LED display on people by me
Fig.

people who sit after shopping have a glance at the displays and advertisements. They dont even
spend much time in interacting with the space.
Kids are more attracted towards large displays. But the impact created on the people is very
less, as the displays provided are only for commercial and business advertisements. Hence,
there is a need for responsive and interactive displays to make people interact and increase the
importance or level of experience of the space.

ANALYSIS
High-definition images appear to float on the building facade surface draw
attention and transform buildings into iconic structures. Large LED digital media facades,
format provides longer and broader viewing range and greater message circulation. Content
providers can respond quickly to market conditions, promotions, news and weather. The flexible
digital media facade fabric conforms to a building's unique design, thus not concealing it.
Configurable to 70% transparent preserving the view from within the building. Uses 80% less
energy than traditional LED lighting boards (cooling not required). Does not restrict the
building's ventilation. Provides passive insulation from sun. The negative elements of digital
displays are disturbance of drivers, light pollution and heavy mechanical loads.
Public displays need to balance to capture enough attention from people
who might be interested while not annoying people not interested. They need to motivate people
to interact with them by challenging them, raising their curiosity, giving them choice, engaging
their fantasy and fostering collaboration. Finally, they need to enable people to maintain a
coherent role in the public.

CONCLUSION
The electronic, networked and interactive nature of the digital world has a
significant impact on people. Special significance must be placed on the impact of networks and
interactivity, as they open up new possibilities for dissemination and public engagement with
spaces.
The digital world is not static and is continuing to experience very rapid
development. At the moment, attention is focused on the impact of social media which allow for
the creation and exchange of user-generated content and provide a structure for people to get
organized, exchange and collaborate. However, for this to happen, we need a better
understanding of what a public display application is: what types of applications can be
developed, how and what resources are guaranteed by the display system and which are not, how
the display system manages the various applications that may be running and the resources
assigned to each application, how users interact with an application, etc.

REFERENCES

Mller, J., Alt, F., Schmidt, A., & Michelis, D. (2010). Requirements and Design Space for
Interactive Public Displays, (Figure 1).
Valkanova, N., Pompeu, U., Vande, A., & Ku, M. (2013). Interactive Public Displays, 2527.
Schoch, O. (n.d.). My Building is my Display omnipresent graphical output as hybrid
communicators, 610616.
Odilo Schoch, Swiss Federal Institute of Technology ETH Zurich, Department
of Architecture.
Houston Drum (2007) Adaptation of the Built Environment to its Surrounding Context.
Michael Fox, Miles Kemp (2009) Interactive Architecture: Princeton Architectural Press.
David Poole (2011) Digital Transitions and the Impact of New Technology: CPA.

Susanne Fritz: Architonic: Switzerland.