High-Tech Screens as a Tool for Visual Communication: The Evolution of Digital Facades in Contemporary Architecture

Abstract

Since the 1980s, electronic and information technologies have been widely used in the development and management of architectural structures. Digital media walls transform static spaces into dynamic paintings and provide interactive communication venues. This field addresses the intersection of media, technology, art and architecture by the term “media façade”, introducing new forms of communications platforms, urban spaces and public perception. The paper explores the profound influence of digital technologies on contemporary façade design and shows the evolution of parametricism towards the era of intelligent façades. It aims to determine the parameters affecting the design process of media façades and to discover how design-related characteristics are distributed in practice. In addition, we analyze existing challenges and limitations in the design of digital screens integrated into urban environments. The methods include review of existing research in this area, visual analysis, survey, historical and technological analysis based on international and local examples. We outline the following main challenges: integration, content development, light and sound pollution mitigation. Local governments should develop strict guidelines on height restrictions and standards for brightness, content and light pollution. The criteria for evaluating digital screens must take into account urban forms, designs and the interaction of stakeholders. Media façade manufacturers should take into account the aesthetics established by the visual arts community. This research contributes to the assessment of aesthetic and environmental preference theories in architecture and urban planning.