Finding a balance between architecture and technology in an era so dependent on
new advances in the latter, requires a re-evaluation of form. The intrusion of technology
in some instances, has stripped architectural forms of its initial purposes, making
almost anything possible in the least of spaces through smart and convenient plugins.
As much as technology can do to innovate spaces, they are limited to small and temporal
interfaces. The qualities brought about by technology are nothing compared to
the experience in a well-designed space.
In this scheme, the phenomenon of advertising billboards is evaluated. Looking at
examples of facades which have been draped in billboards - such as in Times Square,
New York, it highlights an important question for architects: has technology unconsciously
paraded over architecture and its purpose? How can we reinnovate architecture
to serve the same purpose and more - in a world where showcasing products is
so vital for the economy. The success of billboards, attracting large crowds, lies in the
vibrant images and animations played on facades, connecting users through an audio
visual relationship.
The idea lies in the showcasing of entertainment in a site rich in arts and cultural
diversity. Establishing a relationship between the ground level audience and the
movement and behaviour within the tower, recreates the same crucial link in the
billboard phenomenon. The programme entails the start to finish of an entertainment
production - brainstorming, preparation, rehearsal, performance and post-production.
The process is street-facing while challenging the vertical visual limits of a skinny
tower.