{"id":6307,"date":"2012-11-11T11:45:36","date_gmt":"2012-11-11T01:45:36","guid":{"rendered":"http:\/\/www.mediaarchitecture.org\/staging\/?page_id=6307"},"modified":"2012-11-11T11:45:36","modified_gmt":"2012-11-11T01:45:36","slug":"media-architecture-london-2007","status":"publish","type":"page","link":"https:\/\/mediaarchitecture.org\/media-architecture-london-2007\/","title":{"rendered":"Media Architecture Conference, London 2007"},"content":{"rendered":"<\/a>\n\n

The Impact of Large Scale Integrated Displays on Architecture and Urbanism<\/strong><\/p>\n\n

Official Conference Website<\/a><\/strong><\/p>\n\n

Developments in display technology and building materials are leading to new forms of hybrid architecture that break away from existing conceptions of surface, structure, lighting and moving imagery. Light Emitting Diode (LED) displays integrated with the fabric of built structures allow prominent imagery to be integrated with the fa\u00e7ade, even in direct sunlight. Although energy requirements are practical only when displays are used in less bright conditions, there remain significant consequences for the townscape and urban environment; cinematic topias as pervasive as Minority Report and Blade Runner have become technically feasible.<\/p>\n\n

The MediaArchitecture2007 conference creates a new discourse among the latest theoretical and practical approaches. By reviewing outstanding projects and presenting the views of key architectural theorists, media activists, planners, advertisers and artists, the conference will provide the first-depth consideration of the intersection of media and architecture – the premise that architecture and media issues will increasingly be considered together, at the conceptual stages of building planning. Image has become an architectural element; media increasingly pervade the built environment introducing an important ontological element.<\/p>\n\n

Altering the architectural relationship between image and structure has several significant implications \u2013 not only for visual encounter with the completed building, but in terms of planning and construction processes. The emergence of intelligent construction materials, which themselves incorporate display and data components, departs markedly from existing fa\u00e7ade implementations in which lighting and display products have been applied in building projects where the underlying architecture is already advanced. The media fa\u00e7ade becomes a data system to be specified and commissioned with the expectation of lifetime and maintenance commensurate with other structural elements. Content \u2013 the data and imagery that it will carry during that lifetime – is very different from both the rectangular clip material now common on LED billboards and from programmed lighting effects.<\/p>\n\n

MediaArchitecture2007 will address these inversions in several respects:<\/p>\n\n