현대 건축 표피에 나타나는 디지털미디어 표현특성에 관한 연구

Abstract

Digital media is a new medium of expression, and the form of expression applied to the architectural envelope has also changed a lot, and is used in various ways as various marketing means such as information transmission and advertising promotion, and the concept of media facade is becoming increasingly recognized by people. According to the KOSPI’s domestic digital outdoor advertising sales data, overall sales in 2019 increased 0.38% (KRW 2265 million) from 2017, the highest proportion in Seoul by region, and the year 2019 increased 0.36% (KRW 1016 million) from 2017. Looking at the size of sales in 2019, sales worth more than 5 billion won accounted for the largest portion of 39.46 percent, followed by sales worth less than 1 billion won at 32.9 percent. Therefore, it can be seen that not only large companies but also small and medium-sized enterprises can have a significant impact on the sales of digital media outdoor advertisements. Thus, the purpose of this study was to identify the characteristics of expression and the trend of change in digital media in modern Korean architecture through domestic modern architecture cases, and to present the expression characteristics of digital media in modern Korean architecture, this study was largely approached in two aspects: ‘Development of Architectural Surface’ and ‘Analysis of Media facades in Domestic Modern Architecture’. This study selected 10 media facade cases as subjects of investigation and analyzed the characteristics of media facade fused on the outer skin of the building by dividing them into LED display and projection two types.