Here's a new matrix: An architect wants to design an enormous, bright video display into a building—maybe in the main lobby, maybe on the outside of the building. This intrepid pioneer must endure derision from colleagues who think video—basically digital sig-nage—has no place in architecture and convince the developer to invest in a costly display. The thing that persuades developers to spend money is the opportunity to make money. The dramatic video display is saleable real estate, appealing to creative brand managers as a new way to differentiate a product or company. But what if the signage content is ugly? Enter the content creator who specializes in large-format displays for unique surfaces such as odd-shaped LED walls or video spheres.
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