The future of "mediatecture" (link)
In his 2001 book, Celluloid Skyline: New York and the Movies, architect James Sanders describes the relationship between the city and iconic films like Annie Hall and Miracle on 34th Street. Recently, though, as he discussed at a recent event in New York, Sanders has been thinking a lot about Shark Tale. True, it’s a movie about talking fish, but Sanders sees in it a compelling vision of a city of the future, in which the lines between real events and their video representation become blurred. In one scene, TV newscaster “Katie Current” reports live on a battle against a villainous shark. At the climactic moment, the shark smashes into an outdoor video screen—which turns out to be the very screen we’ve been watching Katie on, in the center of Times Square. In an explosion of flashbulbs and falling fish, we are confronted with what Sanders sees as the coming urban reality: a city that is simultaneously itself and its media representation.
Illuminated signs in public spaces have been around for a century, but recent advances in LED and projection technology are bringing us closer to truly transforming buildings into video screens. Boosters of this phenomenon call it “mediatecture.” For advertisers, it’s obviously irresistible; for the rest of us walking around the city, it could be either terrifying or thrilling. What’s clear is that the final effect depends enormously on designers and their ability to wrangle a larger canvas than ever before. We’ve arrived at a strange time when many designers must scramble to create good solutions for tiny cell-phone screens and, at the same time, devise the best approach for a quarter-acre of pixels.
Since the Sony JumboTron debuted at the 1985 world’s fair in Japan, enormous public video screens have become a familiar sight. But LED technology, with its lower operating temperatures, eliminates the need for big cooling mechanisms to be built behind the screen. The tipping-point products in this more streamlined genre have been developed by ag4, a German architecture and media design company, in partnership with GKD Metal Fabrics (which produces woven metal fabrics for interiors and exteriors). Mediamesh and Illumesh embed LEDs, along with all power and control cabling, into a structural metal mesh resembling an elegant security grate. The electronics are sleek enough to be transparent, so the screen can be used on a full facade without blocking daylight in or views out. For the same reason, it doesn’t look like a blank black wall when turned off. This doesn’t come cheap—prices hover around $200 per square foot—but that hasn’t prevented installation on a handful of buildings in Europe (including projects for Adidas and the 2006 Cannes Film Festival) and, soon, outside shopping malls in California.