The iPhone 12 Pro Max, released a few days ago, is the largest iPhone ever, with a screen size of 6.7 inches. Although Apple also introduced the 5.4-inch 12 mini, the large screen is undoubtedly the mainstream trend.
The screen has become a symbol of contemporary technological life, just like the ubiquitous "black mirror" in film and television dramas. It refers to not only those smart devices in hand, but also the large screens that are increasingly difficult to ignore in urban buildings.
In sci-fi movies such as "Blade Runner" and "Ghost in the Shell", the huge screens hanging high on the outer walls of skyscrapers have become an iconic visual element depicting cyberpunk cities.
▲ Picture from: "Blade Runner 2049"
These fantasies of the future city of the last century have become a reality with the development of screen technology, and can even show more cool effects than science fiction movies.
The big screen in the city is not just a large billboard, it is also changing the interaction mode between the public and the public space, and deriving a kind of urban screen culture.
"Naked-eye 3D" large screen allows you to watch the huge waves in the city
On the eve of National Day, the Beijing Road Pedestrian Street, a famous scenic spot in Guangzhou, was upgraded and the most eye-catching change was the huge L-shaped screen on the outer wall of the Xindaxin Department Store.
When night fell, a giant dragon roared out of the screen. The realistic effect attracted many tourists to stop and watch, and also injected the vitality of technology into this century-old store.
This large screen is the country’s largest naked-eye 3D ultra-high-definition curved LED display. It is 24 meters wide and 50 meters long. It has an overall area of about 1200 square meters, weighs 90 tons, and has a resolution of 8K. It can realize naked-eye 3D and AR interaction. Visual effect.
According to the introduction of Lehman Optoelectronics , who built this screen, the technical team solved technical difficulties such as non-electronic drawing accounting, building balance measurement, and load-bearing load, and then it was delivered on schedule.
Such "naked-eye 3D" large screens are becoming new landmarks in big cities.
During the National Day, apart from the giant dragon on Beijing Road, the "Star Trek" "Ms. Silver" spacecraft that was born on Chengdu Chunxi Road was also screened on social media. This is also a "naked eye 3D" big screen.
This screen is slightly smaller than the one on Beijing Road, about 888 square meters, and it took more than 3 months to prepare from the idea to the landing. And in order to better match the surrounding walls under different light, two different versions are used for day and night.
The even more shocking "naked eye 3D" big screen is at COEX artium in Seoul, South Korea. When pedestrians on the road look up, they will see the huge waves shooting at them, but this is actually just a 2D LED screen. The effect of "naked eye 3D" is through Realized by holographic projection.
This is a digital art project "wave" jointly created by Samsung and digital art creative company d'strict. The whole display screen consists of two screens with more than 30,000 independent LED display modules, covering an area of 1,620 square meters, equivalent to the size of four basketball courts.
In order to make the effect more realistic, the production team also installed a sound device on the screen to simulate the sound effect of waves hitting the glass, and adjust the display effect according to the light.
According to d'strict, the inspiration for this display technique comes from Anamorphosis in the Renaissance. Allows viewers to see unpredictable stunning effects from a specific perspective.
In addition to "wave", the largest outdoor LED screen in Korea is also from d'strict. In addition to the "naked-eye 3D" effect, this one also supports MOBILE AR technology, which can "carve" the appearance of tourists on the big screen, leaving a A three-dimensional commemorative photo.
d'strict has also brought such digital art to many cities around the world. For example, in Beijing, Quzhou, Nanjing, Yinchuan and other places in China, outdoor large screens operated by d'strict have appeared.
▲ 3D projection show by d'strict on the outer wall of Beijing International Trade Center.
Li Dongxun, the founder of d'strict, said that a large outdoor screen like "wave" is not just a work of art, but also represents a future business model. Because many companies no longer want to limit their advertising to brand exposure, but expect to attract more people's attention through artistic content.
The big screen in Times Square, New York: the symbol of a city
To discuss the big screen in the city, Times Square in New York is an existence that cannot be bypassed.
In 1978, the world's first commercial electronic large screen "Spectacolor" appeared in New York's Times Square. Today, there are more than 300 huge advertising screens in one of the most dense outdoor large screens in the world.
In Times Square, New York, known as the "crossroads of the world", the big screen has always been the focus here. Companies listed on the Nasdaq, the hottest movies, games, and the popular celebrity Little Fresh Meat, it seems that all businesses and popular culture are competing to use this as an important display window.
Coca-Cola has been advertising in Times Square since the 1920s. In 2017, it also built the world's first 3D mechanical billboard here . It consists of 1,760 independently movable LED screens, which can show different shape changes through module movement.
Times Square gathers 11% of New York’s economic activities. On average, more than 300,000 pedestrians pass by under a dazzling array of large screens every day. Therefore, the large screens here have become the world's most attractive building facade.
According to the “Wall Street Journal” report, as early as 2012, the advertising screens of Building 1 in Times Square alone had annual revenues of up to 23 million U.S. dollars. Among them, the large screen across 45th and 46th Streets of Broadway was once the world's largest digital billboard, with a monthly rent of over US$2.5 million.
It is worth mentioning that New York City has also made special legislation for the large screens in Times Square, requiring owners here to display bright advertising screens. In addition, all construction and renovation must respect and protect this iconic urban landscape.
The significance of the big screen in Times Square to the United States is no less than the Statue of Liberty, and it is not a static landmark, but a visual symbol that is constantly changing with the changes of the times and the changes of popular culture .
This perfectly fits the concept of "media architecture" put forward by the famous French architect Paul Virilio. He believes that mature computer and multimedia display technologies make the main function of the building become information rather than shelter .
In the paper " Urban Big Screen: Reshaping Urban Public Space " written by Chen Xiaoji, Master of Architecture at Tsinghua University, it was pointed out that the big city screen represented by Times Square in New York can express and guide the visual cultural orientation of the city and gradually integrate into the urban landscape. Form part of a new cultural tradition and highly recognizable urban characteristics.
The big screen is changing the interaction mode between the public and the public space
With the development of display technology, screens have improved more than just picture quality and size. Just like the touch screen of a smart phone has completely changed the interaction mode between users and the phone, the outdoor large screen is not only a one-way display display, but also began to have more interaction with the public.
As mentioned above, d'strict, which set off a "heavy wave" on the streets of Seoul, made a special large screen for the SLS Hotel in Las Vegas in 2014, which can be used by customers with AR, VR and other technologies. interactive.
In addition to the large shopping mall "Shibuya MODI" in Shibuya, Japan, a large screen " Sony Vision Shibuy a" built by Sony has also appeared. A 4K camera at the top of the screen captures the movement of pedestrians in real time so that pedestrians can interact with the screen. Interact with animated characters.
The Aarhus Concert Hall in Denmark also used a similar outdoor screen. The dancing postures of people in the square were captured by cameras, and the silhouettes of light were projected on the exterior wall of the building.
In Cardiff, UK, there is also a large screen called Storyboard. All citizens can display a sentence on this large screen by sending text messages to a fixed number.
In some large-scale public events, the screen in the city often becomes a fixed place for people to gather. For example, after the subway bombing in 2005, Liverpool people spontaneously went to the local big screen to mourn, and the number even exceeded the cathedral.
▲ Madison Square Garden mourns on the big screen after Bryant's death.
Just as Chen Jinrong, Dean of the School of Journalism and Communication of the Chinese University of Hong Kong, said, urban public screens are becoming a connection point for connecting and expanding individual public experience and awareness.
We are in a "screen world"
The scholar L. Wallace predicted in an article in 2003 that the future of the city will evolve into a "screenworld".
He pointed out that people will live surrounded by screens, and the space we live in has become a "media space." People interact with the world through media such as screens.
The Italian semioticist Umberto Eco also stated in the book "Functions and Symbols-The Semiotics of Architecture" that architecture itself is a way of mass communication, which can spread a widely recognized attitude and lifestyle to the audience.
The two dimensions of "time" and "space" that are often introduced in architectural narratives are gradually being reshaped by the big screen .
For example, the giant LED sky screens located in Suzhou Times Square, Beijing World Trade Center, Las Vegas and other places, hundreds of meters of screens run through the sky above the commercial street, forming a visual dislocation through the screen, changing people’s perception of space and creating a tradition A visual wonder that space cannot provide.
Moreover, the constantly changing picture can not only allow the audience to travel to the ancient city thousands of years ago, but also instantly return to the fashionable and modern metropolis, while carrying the weight of history and modern popular culture.
If smart phones, wireless headsets and other devices have become an extension of our senses, then the large screens in the city are not just the facades of buildings, but are integrated with the buildings to form a multimedia architectural skin. Involved in many aspects of the public life of the city.
When the large screen becomes the most significant visual feature of contemporary cities, it can be a showcase for consumerism and popular culture, and it can also provide a stage for public discussion and artistic expression. What kind of "black mirror" the big urban screen will become depends on us in the end.
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