Architectural media integrates digital signage into the environment
Digital signage is increasingly becoming an integral part of the architectural environment rather than an adjunct to it, according to digital signage consultant Lyle Bunn.
April 29, 2010 by Lyle Bunn — Strategy Architect, BUNN
Digital signage is typically an addition to an environment; it is mounted on a pole or a wall, or sits on a shelf. Increasingly, though, digital signage is more fully integrated into the form and function of the retail, event, transit or gathering environment, or even the display itself, in which case it becomes"architectural media."
Architectural media is the integration of static or dynamic media with physical infrastructure to provide a compelling, high-impact experience in which the brand is clearly and powerfully expressed and communications goals can be more fully achieved.
Maple Leaf Foods uses architectural media in the lobby of its headquarters to better engage and inform its staff and visitors while advancing the Maple Leaf brand.
Chester Niziol, president of Architectural Media Corp, which has been designing dynamic media into buildings and displays for more than 10 years, points out some of the benefits:
"Our work in the automotive dealership design field in particular has shown that by integrating media into the design of the building facade, we create landmarks that are highly differentiated from the more traditional building forms within the streetscapes. Architectural media turns physical buildings into billboards that project the brand image, providing significant ongoing marketing/brand positioning benefits at little or no additional cost to the client."
As shoppers, prospects, patrons, visitors, staff and students are presented with hundreds of brand messages related to many alternatives for their spending, attention, loyalty and engagement, architectural media allows messages to stand out and gain notice. The physical expression of the brand activates the senses to gain attention and engage the emotions.
Toronto's Air Canada Center, home to the National Hockey League's Toronto Maple Leafs, National Basketball Association's Toronto Raptors and several hundred concerts and special events annually, uses dynamic display as an integral element of architectural media to express the brand of the center, the sports team or event and its corporate sponsorship to patrons of the facility. The Air Canada Center was recognized by the Apex Awards 2010.
Architectural media is being used in automotive showrooms, as a "store within a store," lobby display and for other applications. A DIGI digital signage award recently recognized Meile for its use in a vacuum cleaner showroom in Germany in which the digital signage media management system changed the message presentation, audio and smell in a mock-up environment to better align with intended product uses and selection priorities. In presenting the award, David Keene, Chair of the judging panel said, "digital signage is a key element in an overall trend toward more engaging environments that express a brand more fully and immersively in order to generate greater impact and outcomes."
Making locations compelling
Every location should inspire, motivate and influence behavior while reflecting the values inherent in the purpose of the location. Every location has its own "personality" and its purpose is typically reflected by its architecture, design and décor.
Media such as posters, signs, wayfinding tags, photos, graphics and electronic displays including information, entertainment and messaging presented in a location significantly impacts the perception of the experience and the success of any given location. The approach used to present messages should reinforce and add to the "intentions" of a location such as: - Inspiring purchase - Accelerating aspiration in ownership - Reinforcing affiliation and pride of association - Advancing and extending the brand - Improving information presentation and exchange - Supporting achievement of the goals of on-site sales and other personnel
Expressing the brand
The use of dynamic and electronic media as an element of the physical display adds to the expression of the brand while accelerating the levels of awareness and engagement. Dynamic media might include digital signage, video presentation, projection or digital interactivity through kiosk, touchscreen, gesture or mobile devices, including voice or bluetooth messaging, download, texting or mobile browsing and commerce.
Engagement through the digital display element of an architectural media project can add significantly to the achievement of communications goals while also adding to the overall return on investment.
Location Experience
Return on Investment (ROI) and Return on Objectives (ROO) drive the value of every digital signage display and every architectural media project.
The considerable effort that is made by an organization in defining brand characteristics are acknowledged within the AMC methodology and are a key input to the architectural media concept. Shape, color, texture, sound and emotional impact figure prominently in brand expression, and these, along with the intended return on investment/objectives are considered fully in assuring the architectural media concept, and design is most relevant to the location experience and goals.
Communicators and marketers want to assure the highest return on their communications investment (ROI). ROI is often based on achieving engagement by the largest intended audience. Architectural media is easily noticed by intended audiences who will ingest the messages presented at a subconscious level and are then motivated to engage with the message or interactivity opportunities presented.
Integrated Strategy
An architectural media strategy helps establish the most effective way of presenting the physical manifestation of the brand or message, often along with static and dynamic media, in order to maximize the achievement of the highest ROI and ROO. It also assures cohesion of the display elements with appropriate "weighting" of each display element to maximize engagement and minimize cost.
The static or dynamic media element is typically an integral element of achieving engagement, targeting audiences and providing a suitable day-parting and regular refreshment of the display.
The German luxury automaker BMW's's flagship Toronto dealership, on a parkway into the city centre, is the epitome of what's possible when architecture and media intersect. The glass building façade compellingly showcases the cars and elegantly builds large format media messaging into the building. The media and design philosophy extends into all aspects of the building, which has become a retail landmark in the city.
Harmonizing the physical display along with the manner of media presentation and the media messaging itself helps assure contextual continuity and consistent expression of the brand. Additionally, the integrated strategy helps assure cohesion of the display elements with appropriate "weighting" of each display element to maximize engagement and minimize cost.
Architectural media extends the value inherent in dynamic media/digital signage
The design of the display, including its size, composition, materials, coloration, textures and use of visual and audio media, is a direct expression of the brand. It must support the values and aspirations of the brand while achieving maximum levels of engagement and ROI/ROO.
The characteristics and manner of presenting media can enliven a physical display. Static, dynamic and interactive media can be applied and provide the opportunity to extend the life of a display and minimize its cost of use.
Architectural media which includes the use of dynamic media can benefit from the central control of messaging and message upgrade. The "connected display" improves the relationship between the display (or brand) and its intended audience when there are frequent interactions. The refreshment of messages contributes to the "conversation" inherent in the growing applicability of the brand and its relationship with the targeted audience.
Lyle Bunn is a leading figure in North America's Digital Signage / Place-based Media industry who is widely regarded for his consulting and education services. He can be reached at Lyle@LyleBunn.com. 
