Case study of “Walk”: a video installation integrated into the façade of a store in Zurich/CH.
Text: Dr. Karolina M. Zielinska-Dabkowska and Julia Hartmann
With the rapid development of solid state lighting technology and the availability of LED light sources, coupled with the benefits they offer such as energy efficiency, long lifespan and the fact that they can be controlled and programmed, we are now finding LEDs being more widely used for animated advertising. In spite of the pace at which SSL is developing, or perhaps because of this, there is a distinct lack of evaluation guidelines or recommendations for professional designers. It is therefore essential that more research is carried out on this issue on an international scale, and that experts in the field get their heads together in order to formulate some basic guidelines that can be applied in practice.
Since the beginning of the 20th century the night-time image of our towns and cities has slowly but surely been shaped by luminous advertising. The technological changes luminous advertising has undergone, together with the increased application of animated displays in the urban realm, have proven to be highly influential when it comes to developing new business opportunities – in the leisure and retail industries – in the hours after darkness. In Berlin/D alone, the turnover for digital outdoor advertising rose by 307 per cent between 2007 and 2011. This trend is in evidence all over the world. It has become clear that lighting design and luminous advertising linked to retail outlets and events in the public realm, which in turn enhance the (window) shopping experience and the use of urban spaces after dark, render our towns and cities even more popular and attractive for an extended period of time every day. City dwellers, people in town on business, and visitors or tourists enjoy the atmosphere generated after dark, which is an added commercial benefit for shop and business owners. On the other hand, the fact that the new technology is becoming more affordable has led to a new 21st century night-time experience, a bright, transformed image of the city by night, guaranteeing enhanced media exposure, but to a certain extent with no relevance to the architecture it uses or to the urban areas in which it is applied. […]
The full version of the article can be found in PLD No. 101
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