The Mediabuilding comprehensive and actual implementation of LightArchitecture applied to a single building produces the fusion between the real and virtual in a way in which the spectacular streams of people and information blend onto a single glass medium.
The Mediabuilding allows people to interact on the visual level, appropriating freely, and at no cost, of public spaces. On an urban scale, it fuses the real and virtual worlds, transferring the information network universe to the private and individual sphere and the single computer workstation to the collective scale of communal places.
The Mediabuilding, through the use of interactive multimedia walls, is a new architectural structure in which the function of information prevails over that of living. Moreover, the use of Mediabuilding instead of traditional advertising allows notable reduction of costs, production timings and it has an important economical impact enabling self-financing for the building construction and maintenance, thanks to the profits coming from advertising and supplementary information services. Thus, thanks to its own “light” approach and solutions, LightArchitecture directly acts on the city, by modifying it and renewing it through “micro-operations of urban surgery”: small electroshocks for reviving inactive portions of cities, outlying areas, small centers, neighborhoods in search of an identity, city downtowns devastated by real estate market speculation.
LightArchitecture, in all its different expressions, would be a key element in changing and improving the parameters of living: architects design with innovative and lighter tools (sprays of water, carbon fiber, photovoltaic glass, composite and inflatable materials, etc.) setting the founding of a new era of architectural planning: lightness, movement and information.
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