I sat again on the judging panel for the Digital Screenmedia Association’s Industry Excellence Awards this year (winners announced next week), and when I glance back through my notes on a couple of dozen entries, one repeated theme emerges: the way that a seamless, complementary, looks-like-they’ve-always-been-there integration of screens with the built environment is at last becoming a norm.
That’s a very welcome development, even if it’s been celebrated with less fanfare than some more technological ones. After all, when digital out-of-home screens don’t sit well with the whole experience of a building, it does neither them nor the building users any favours.
We’ll be exploring this idea in some more detail in the Screenmedia Theatre at European Sign Expo next month, as part of a comprehensive learning programme on digital signage, digital out-of-home and converging new media channels.
Speakers specifically looking at the marriage of digital displays with spaces and structures (manmade or natural) will come from Wildstone, notable for its attention to the environmental setting of the digital billboards at London’s Chiswick Towers, and from Beaver Group, which has worked on digital signage with the likes of the Royal Institute of British Architects. See you there.