In recent years, due to the rapid expansion of LED outdoor displays, most people do not feel much about ordinary LED displays, but since 2015, naked-eye 3D LED display have been eye-catching and become a hot word. Wherever it appears, it will become a hot topic on the Internet and an online celebrity check-in point. Nowadays, with the maturity of naked-eye 3D LED technology, it also appears frequently in stage dance beauty or outdoor scenic spots and urban blocks.
As the carrier of this technology, the large LED outdoor advertising display screen has once again caught people’s eyes. The giant naked-eye 3D LED display of South Korea and the naked-eye 3D spaceship LED 8K giant screen in Taikoo Li, Chengdu were born, and they are very popular on the Internet. With the blessing of technology and creative advertising, the large LED outdoor advertising display allows more and more people in the field of advertising and media to see the opportunity for the development of naked-eye 3D outdoor displays, and the decline of outdoor displays seems to have a new path. turnaround.
Ordinary LED outdoor display screens have gradually become exhausted in recent years
The development of my country’s outdoor advertising display industry has made a qualitative leap since the 1990s, but at the same time, it has also brought certain problems in some countries, such as noise, light pollution, difficult management and safety of LED outdoor advertising displays. hidden dangers, false advertising, illegal installation and other issues.
Therefore, in 2018, mainland China promulgated regulations to standardize the operating time and product brightness of LED displays. On October 1, the “Requirements for Interference Light Evaluation of LED Displays” was officially promulgated. In 2019, Guangzhou issued the strictest new regulations. Special Plan for Outdoor Advertising (2020-2025)” and “Guangzhou Outdoor Advertising and Signboard Setting Specifications”, in 2020, many cities in mainland China have also issued relevant management regulations to rectify outdoor advertising.
Nowadays, in order to create a good, clean and tidy first impression of the city, the trend of “screen removal” is frequently set off across the country, and relevant departments are also establishing a mature and effective outdoor advertising review, release, and operation mechanism. In the face of the government’s heavy attack, strict management planning has caused a certain blow to outdoor advertising companies or LED display companies.
The “screen removal” movement in various cities and the strict control of the government have made the LED outdoor display downturn year by year. However, the reason for the screen removal control is actually inseparable from the word violation. The government’s regulation and management of outdoor advertising is not one-size-fits-all, mainly to guide the healthy development of the industry, and to make reasonable plans for the division and management of resources, so that outdoor advertising media can give full play to its value.
But at the same time, the government’s strict control of outdoor advertising has not made the outdoor advertising market slump. Although various illegal demolition and relocation have had a certain impact on this outdoor advertising market, some relevant agencies have released the “2020 Annual Outdoor Advertising Market”. “Advertising Market Overview” shows that in 2020, the cost of outdoor LED media media publications will reach 16.908 billion yuan, an actual increase of 8% and a net increase of 2%.
This shows that the state of the outdoor advertising market is still very tenacious and strong vitality, and the increase of outdoor advertising media undoubtedly releases a good signal to the LED display industry, even in the strict control of the government. It belongs to an incremental market, and there is still a certain ratio of space to invest.
Now digital outdoor has become an inevitable trend, and LED outdoor displays are bound to be indispensable. Therefore, when the relevant departments and LED outdoor advertising terminal media install outdoor advertising displays, they should consider the image positioning of the city and outdoor display. How the screen and the city should coexist and promote each other.
Creative display + outdoor naked-eye 3D = popular all over the Internet, LED outdoor display large screen into a new city logo?
In the current urban business circle, the collision point of outdoor LED display large screen and urban symbiosis seems to be the answer in naked eye 3D and creative display. The “3788 Light of Asia” outdoor large screen on Guanyin Street in Chongqing has become one of the landmark representatives of the urban landscape. It staged a shocking naked-eye 3D show of the future city earlier, and this show has been swiped on the short video platform of the circle of friends.
According to statistics, the data of the naked-eye 3D project spread on the whole network exceeded 100 million, and many official media in mainland China CCTV and Weibo V have reported on it. Immediately afterwards, the giant screen reproduced a classic scene of “light rail crossing the building”, using the scene most familiar to Chongqing people to carry out creative design, reflecting the unique characteristics of the city of Chongqing.
Now the cool naked-eye 3D large screen can become a new landmark of the local city and rebuild a new image of the city. Under the combination of creative video and LED outdoor large screen, according to the unique cultural characteristics of the city and the combination of naked-eye 3D, a unique picture scene is created, and its urban characteristics are sceneized, just like Chongqing’s “light rail through the building” Like this 3D show, it combines the characteristics of its own city to create a city “IP” and create a new city logo.
From the perspective of building new urban landmarks and culture, Chen Xiaoji, a master of architecture from Tsinghua University, also pointed out in the article “Urban Big Screen: Reshaping Urban Public Space” that the urban big screen represented by Times Square in New York can express and Guide the city’s visual cultural orientation, integrate its cultural orientation into the urban landscape, and form a part of a new cultural tradition and a highly recognizable urban feature.
This shows that the large outdoor LED display screen can recreate new urban cultural styles and characteristics in the new era, give the city a new cultural sense and emotional tone, give the city a new look and feel, and create a new urban style.
Like the current cyberpunk urban style, this style also leads the trend of architectural decoration style for a while, and the most prominent visual sign elements in the cyberpunk style are neon lights and gorgeous huge display screens. Now the huge screens hung from skyscrapers in the game “Cyberpunk 2077” and the movie “Blade Runner 2049” have also come into reality, and the gorgeous neon lights are also shining in the city.
This kind of trend style is just like the above literature. The role of the current outdoor LED display large screen is not only for advertising, but also can be combined with creative video and naked-eye 3D to recreate a new urban landscape in the ingenious urban design, giving The city’s new cultural identity helps to spread the city’s image.
“The future of the city will evolve into a “screenworld”, L. Wallace scholar predicted in an article in 2003, he believes that people’s future life will be surrounded by screens, forming a media space, through which people pass Screens and other media to interact with the world. Just like the scene in the movie “Blade Runner 2049”, the space is filled with huge neon lights and LED screens. The colorful world creates a cyberpunk style, and the LED display The screen plays an indispensable role in this world.
The combination of naked-eye 3D technology and creative display can rejuvenate the LED outdoor advertising screen and become a kind of creative art. The government’s control and planning are actually to make it develop better.
Both the government and outdoor advertising companies should discuss the integration of urban and modern landscape aesthetics. Cultural responsibility, integrate the cultural elements of the city into it, create the city IP, and make the LED display a part of the city logo.
Under the trend of naked eye 3D, the LED display industry will usher in a new round of spring breeze in combination with the cultural characteristics of the city. And with the acceleration of urbanization, the demand for urban beautification and lighting has also expanded, which has become a broad market, and the decline of outdoor display screens will also usher in the rise.