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Abstract ▼ AI-Helper

This exploratory study is concerned with the interactivity of LED-based digital facades in corporate buildings. This paper deals with contrasting views on the Interactivity of the media proposed by Norbert Bolz and Lev Manovich. The paper examines media facades in corporate buildings based on the me...

This exploratory study is concerned with the interactivity of LED-based digital facades in corporate buildings. This paper deals with contrasting views on the Interactivity of the media proposed by Norbert Bolz and Lev Manovich. The paper examines media facades in corporate buildings based on the media interactivity. We divide the above interactivity into immersion-based and participation-based types. The latter is further divided into active and inactive participation categories. We compare major examples of media facade in the above categories including the Main Tower of Kumho Asiana and the T Tower of SK Telecom. T Tower is a notable example in that the digital facade in the T Tower involves the participation of the general public to reflect the recent changes in media environments. Media facades in the future need to effectively communicate with their audiences.

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