On December 10, d'strict and the Seoul National University Cultural Center revealed a next-generation media facade that has set new standards for the emerging media and UX design industries. A media facade is one of public art forms which is visualized on the exterior walls of a building that can illustrate various visual effects.

The media facade is an industry-university collaborative project that began in October. The project team included ten staff members from d'strict, and 25 students majoring in Information Technology and Culture Technology at SNU (Seoul National University).

Images of the building submerged in water represent a future where global warming has led to higher sea levels and sinking cities. This is a part of Burning Hot Tomorrow, a campaign organized as a part of a mandatory course for the graduating class. Based on the theme 'The branding of newly emerging media', the campaign has produced not only the media facade, but also applications for Gangnam Media Pole, Twitter and iPhone.

The large-scale media facade project, which combines the technology and know-how of d'strict with the creativity of SNU students, has come under the spotlight as a rare digital showcase. In last November, d'strict presented a 20-meter-long motion sensor holographic performance at the launch of Samsung Corby. On November 27, d'strict introduced media facades in a fashion show for the first time in Korea.

Based on an innovation that transcends the existing media, media facades have been used on buildings such as Daewoo Building and Lotte Department Store. More recently, the technology was used for the Festival of Lights which was held at Gwanghwamun Square on December 19. Media facades are created by attaching LEDs to the outer walls of buildings, thereby transforming them into video walls.

However, the SNU project consisted of a next-generation media facade which incorporated 3D scanning of the building's exterior and direct beam projection of videos. Audience immersion is maximized with visual effects specially designed to complement the characteristics of the building.

As such, a building is not merely a substitute for a screen, but delivers 2.5D effects such as protruding and breaking walls. With these videos, the media facade successfully tells the story of global warming.