DISCOURSE OF MEDIA FAÇADE ARCHITECTURE

Abstract

The phenomenon of Media Facade Architecture in the city of Jakarta began with Peraturan Gubernur DKI (DKI Governor Regulation) number 244 in 2015 issued by Basuki Tjahaja Purnama (Ahok) by prohibiting outdoor advertising media in the strict control area in the form of billboards that had been on the street, to be moved to attach to architectural buildings. References in the field of architecture and urban architecture that discuss outdoor space media advertisements in the field of architecture are still very minimal, as well as references related to media façade architecture. In order to understand the phenomenon of media façade architecture and add references related to it for architecture and urban architecture. The research method used is to conduct a literature study based on scientific articles that discuss this type of architectural phenomenon which is used as a form of discourse and exploratory review. The results of the research show that this phenomenon starts from the field of visual communication design, namely LED billboards in the middle of urban spaces such as road corridors, plazas, and buildings called Urban Screen. Media that uses Large Electronic Display (LED) attached to buildings is then named as Media Façade (Façade Media) by advertising and architecture practitioners. Then the term developed into Mediatecture or Media Architecture by architecture preactioners, which is for architecture that has media elements on the façade of its building. The conclusion of the study is that media façade architecture is a new architectural style that emphasizes media technology as its façade element. To learn about the influence of media façade architecture on the field of architecture and urban architecture in Indonesia, further research is needed.