ABSTRACT
Craig Buckley questions the tendency to see the multi-media façade as paradigmatic of recent developments in illumination and display technologies by reconsidering a longer history of the conflicting urban roles in which façades, as media have been cast. Over the course of the nineteenth century, façades underwent an optical redefinition parallel to that which defined the transformation of the screen. Buildings that sought to do away with a classical conception of the façade also emerged as key sites of experimentation with illuminated screening technologies. Long before the advent of the technical systems animating contemporary media envelopes, the façades of storefronts, cinemas, newspaper offices, union headquarters, and information centres were conceived as media surfaces whose ability to operate on and intervene in their surroundings became more important than the duty to express the building’s interior.
