The term Media Facade is often associated with over-dimensional screens and animated, illuminated advertising, and places like Times Square, the Strip in Las Vegas and Hong Kong are trailblazers for this media architecture. The façade itself is dematerialized and turned into one huge advertising medium for sending messages. At the onset of dusk the building moves into the background and serves only as a backdrop for the light show which then becomes the main attraction.
Source: Dailytonic
