THE CULTURAL POTENTIAL OF THE CULTURAL POTENTIAL OF ‘MEDIA FACADES’ INTERPRETATION ‘MEDIA FACADES’ INTERPRETATION IN EGYPTIN EGYPTDr. Iman O. GawadDr. Iman O. GawadFaculty of Fine Arts, Faculty of Fine Arts, Helwan University Cairo, Helwan University Cairo, EgyptEgypt

TABLE OF CONTENTS

I. MEDIA FACADES: INTRODUCTION Definition – Scope - Problem

II. CHALLENGES FACING MEDIA FAÇADE CHOICE AND DESIGN

1. Design Constraints2. Challenges and consideration

III. MEDIA FAÇADE APPLICATION IN EGYPT 1. Projection Facades and Video Maping2. Window Raster Animation3. Illuminated Facades4. LED Facades

IV. CONCLUSION AND RECOMMENDATIONS

V. LIST OF REFERENCES

MEDIA FACADES: INTRODUCTION

DefinitionDefinition‘A façade that is both functionally and aesthetically specific and thus represents the integration of architecture, technology and content to new media presentations of modern art and/or communication’ (Haeusler et al., 2012).

ScopeScopeThis research considers the way in which local urban and architectural designers (as well as future ones) are using ‘Media Facades’ technology as an element of Egyptian urban identity. applying media architecture in the context of developing and historic countries, such as Egypt, is the risk of downgrading the cultural value of the buildings

MEDIA FACADES: INTRODUCTION

ProblemProblemUnfortunately, a number of Arab and Egyptian designers tend to use ‘Media Façades’ as a ‘STYLISTIC’ feature. The focus must be set on the choice of the most appropriate international Media Facades prototypes to the local social sphere according to their technological innovation and cultural adaptation.

The Kings Road Tower (Jeddah, Saudi Arabia) : the largest LED screen in the Middle East

MEDIA FACADES: INTRODUCTION

On the other hand, some positive examples in the middle east do exist:

Qatar 2022 plans to build a stadium with wraparound ‘media facade’ that includes a membrane that acts as a screen for projections; news, commercials, sports updates and current tournament information and matches

Qatar 2022 stadiums designs

Design Constraints1- The location within the façade.2- The façade’s dimensions, space and shape.3- Avoiding light pollution and ensuring visual comfort.4- Maintaining the thermal comfort 5- Ensuring energy efficiency of equipment used to convert energy6- The implementation of sound and its relation to the surrounding landuse7- Changing levels of interest in high-tech by society.

CHALLENGES FACING MEDIA FAÇADE DESIGN:

Challenges and consideration1.Transparency.2.Weight.3.flexibility.4.Durability. 5.Energy efficiency.

Media Façade Application Media Façade Application in Egypt in Egypt

1-PROJECTION FACADES AND VIDEO MAPING:

Can be added to an already built structure

Recently, it started to be used on the façades of cultural and heritage sites as a shift in its application from commercial to cultural purposes.

The Graffiti Research Lab marks up buildings in ‘laser’ light in Holland

Can be used on a variety of surfaces; ideal are projections to surfaces that are light colored

Generating graphics based on the laser's position which then get projected back onto the building with a high power projector

Example 2: Example 2: Karnak temple, Luxor, EgyptAims at enhancing specific architectural features of the temple itself three-dimensionallyFaced the problem of the ambient temperature of plus 50C

1-PROJECTION FACADES AND VIDEO MAPING:

Example 1: ‘Bibliotheca Alexandrina’ Example 1: ‘Bibliotheca Alexandrina’ library, Alexandria, Egyptlibrary, Alexandria, EgyptA 3D video mapping show on the façade of the library in May 2014 telling the history of the city of AlexandriaTo promote tourism.

Example 3: Example 3: Tahrir Square, Cairo, Egypt

Laser lights beam projected texts in Tahrir Square on July 3 2013 as throngs of protesters celebrate the removal of the egyptian ex-president Mohammed MorsiThe laser beam was projected using installation devices from the 5th storey of a nearby building in the same square

1-PROJECTION FACADES AND VIDEO MAPING:

Example 4: Example 4: The Pyramids Plateau, Giza, Egypt

The Egyptian Supreme Council of Antiquity adopted an approach to choose a modern kind of video maping and lighting, which could bring visitors of different Egyptian monuments a renewed perspective

1-PROJECTION FACADES AND VIDEO MAPING:

2-WINDOW RASTER ANIMATION :

A performance animation where each individual window of a building acts as a pixel and can create a moving image or a pattern.

To attract the public audience to a building in an important ceremony,

Example: The Egyptian ministry of foreign affairs, Cairo, EgyptIllustrating texts like “January’s Revolution” on the facade of the building on 2012 to celebrate the 1st anniversary of the Egyptian revolution

Blinkenlights, Berlin, 2001

Is a digitally driven façade lighting systems which provide new ways of creating identity for buildings within larger urban contexts by bringing artistic meaning and value to the site

It is usually applied in Egypt by the Supreme Council of Antiquities in ancient and heritage sites dedicating lighting scheme for the area.

3- ILLUMINATED FACADES:

The historic site of ‘Muizz street’ Cairo, EgyptThe building the ‘Madrasa of Barquq’ glows every night in LED radiance

3- ILLUMINATED FACADES:

The Cairo Tower

The Egyptian government

sought out to revitalize the

tower by adorning it with changing LED lighting to contribute rich

colors to the skyline while

using little electricity and requiring little maintenance.

4. LED FACADES :

LED facades can transform buildings or walls into penetrating dynamic or static illuminated structures based on a diverse architectural form using a flexible media mesh.

Example: The Sheraton Cairo Hotel Towers, Cairo, Egypt

Although it is slightly difficult to the audience of this ‘Scene”, the digital light art installation by LED will bring the Nile flood cycle back as a visual feast for the residents and the visitors of Cairo.

The use of media screens in this case is borrowed from local cultural content and therefore merging with the Egyptian identity.

4. LED FACADES:

Potential Problem in Developed Countries

To build complex displays of digital systems such as LED facades in developing countries requires economic and societal cooperation

An external grid structure will support both the flat display monitors and the solar panels

Proposed Solution

To build illuminated murals using discarded flat screen monitors (mostly the lid of portable computer laptops) and e-waste of re-usable laptop monitors powered by solar electricity to form tiling screens fixed on metal grid and operated by photovoltaic on the exterior of buildings.

CONCLUSION:

Media façades must represent the individuality of the building and serve the civil society.

The misuse of such application might lead to a local identity loss and frustration.

A building’s ability to serve as a cultural vector will be one way to define architecture in the digital era.Media Facades application’s

SWOT analysis

REFERENCES

THANK YOU FOR YOUR ATTENTION

iman.gawad@hq.helwan.edu.eg

Haeusler, M. (2009). Media Facades: History, Technology and Content.

Abo-Moussallam N. and Clevenger C. (2011). Re-Used Display Systems as Sustainable Media Facades.

Haeusler M., Tomitsch M. and Tscherteu G.( 2012). New Media Facades – A Global Survey. Avedition.

Ferré C. (2010). Insight: Iconic Architecture in the Digital Age. http://www.archnewsnow.com/features/Feature324.htm

http://www.mediaarchitecture.org/category/media-urbanism