It has been almost 2 years since the naked-eye 3D LED display in Chongqing became popular, and the heat has not dissipated, which also proves that everyone’s attention to the 3D LED display is still very high. After all, using it as an outdoor advertisement, A vivid image can attract the eye better.

The naked-eye 3D LED display is actually no need to wear other equipment to see a good three-dimensional effect. This is the naked-eye 3D display. However, you know? Facade and 3D screen are philosophically conflicting.

Naked eye 3D dome screen
Naked eye 3D dome screen

Stealth and appearance

The peculiarity of the 3D naked-eye screen is that there are many conflicts on it. In essence, it is the conflict between the two media, and to be specific, it is the relationship between the facade and the screen.

Tips: what is a facade?

Facade is a professional term in architecture, which is derived from French. It generally refers to the front of the outer wall of a building, and it can also refer to the side or back of a building.

The meaning of the facade

The war between facade and screen has a long history, and most of the time, it ends with screen siege. When the screen replaces the traditional facade and becomes the appearance of the building, can we think that the “facade” is becoming invisible?

On the surface, the physical façade of the building remains, it becomes a screen, but its invisibility represents the retreat of part of the decorative aesthetic and practical function, and at a deeper level, it also symbolizes part of the architectural significance , it can no longer speak for the building, or even transmit information.

When the relationship between the information presented by the façade and the building itself becomes increasingly thin, we are forced to lose the ability to read the building from the outside. If we cannot read the building in this way, the information presented by the building will remain What? So what can the façade become?

· Facade spatialization

It would be too superficial to just say that the façade has become a screen. The definition of the screen should be in the era of two-dimensional screens. In the face of 3D naked-eye screens, we can put forward a new statement-spatialization.

Different from the traditional two-dimensional screen, the three-dimensional screen has added a deliberate design in addition to the 3D naked-eye technology. Operations such as out of the frame and creating a sense of depth are just some tricks. The real highlight is the sense of space presented by the screen.

The sense of space is an important prerequisite for the above-mentioned “creating a sense of non-daily life in everyday life”.

From two-dimensional to three-dimensional, it involves the transformation of people’s viewing mentality and viewing thinking. In the experience, 3D occupies an absolute advantage. The cooperation of screen, technology and video creates a sense of space and out-of-frame. Space makes it possible for stories to happen, and out-of-frame seems to exist between the world on the screen and the real world. A brief interface where virtual and reality meet at a certain moment.

· Spatial dynamism

Facade dynamization is a derivative of façade spatialization.

Different from the previous 2D dynamic façade, the 3D screen façade has to move. The façade dynamization and façade spatialization complement each other. The 3D effect of the naked-eye 3D screen is not very obvious when the naked eye 3D screen is stationary. 3D screen technology still needs an optimal viewing position. The viewing position cannot be changed, and the presented content must be moved to obtain a better 3D experience.

3d led display screen
3d led display screen

From another level, it is inevitable for the facade to become dynamic. From the classical aesthetic facade of the past to the modernist mechanical aesthetics, to the poster pictures and electronic screens later, the static material beauty of the building is gradually replaced by the dynamic virtual vision. feeling replaced.

· Facade stage

When the façade is dynamic, there are more possibilities. Let’s take a look at the example of a cat.

In July last year, a huge three-flowered cat lived in an advertising screen on the streets of Shinjuku, Tokyo. It is nearly 10 meters long. It may be because its size is so large that its “residence” appears slightly cramped. The body is always slightly out of the frame. It also dozed frequently, always slipped, and as a cat, its balance was always away from home. When it’s bored, it slumps down and stares ahead, stands up and sticks its head out when tired, and yawns when it’s dark.

When the popularity of this cat was at its highest, the number of tourists on the streets of Shinjuku surged, and the audience’s mobile phone cameras followed the cat’s movement direction. Some people would spend a day on the streets of Shinjuku to watch the cat’s cuteness, and some people specifically followed the cat’s eyes. Orientation, people and cats like a real sense of sight.

So if we interpret it from this perspective, what are we really looking at? We are clearly looking at the “facade”, but it is not a “facade”, which can no longer be called the traditional “facade”, and perhaps it should be changed to a more appropriate word – stage. The building is like a stage inserted from the outside, the tourists in the city become the audience, and the content on the screen becomes the narrative on the stage.

3d led display screen
3d led display screen

The screen on the building facade, the surrounding of the building, and the crowd of onlookers together constitute a specific scene. In this scene, a part of the building infiltrates the life of the city in the name of interaction, and the crowd of onlookers further completes the process of interaction. The three become complementary existences to each other.


· Audience

There is no doubt that the 3D naked-eye screen can go to the public must be a historical reason. Whether it’s a technology that started ten years ago or the high demand for screens and content in today’s economic development, these are naturally indispensable. But I think that behind the explosion of 3D naked-eye screens, the essence is to present the fundamental needs of people – we are destined to move towards a clearer, more diverse, and more interactive future.

If we focus on the perspective of virtual experience, it is not difficult to find that the 3D screen is just the beginning, and it may only be the first step for virtual experience to reach the public. This kind of large-scale virtual experience is naturally not as rich, delicate, and comfortable as the small-scale virtual experience, and it even seems to be slightly “self-depreciating”.

And this is indeed a good sign, for the viewer, for the creator, it is like a window. This window spans between reality and virtuality. Outside reality and within imagination, its own form provides a greater possibility, making the creation of a small world at the virtual level more “real” and “reasonable”. “. When we face this window, illusion and reality are intertwined, and at that moment we jump out of reality.

Leave a Comment

Your email address will not be published. Required fields are marked *