Online ISSN: 2515-8260

Keywords : Urban screens

LED Facade as an art form of visual aesthetics and communication in branding

Santo .

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 810-819

Malls and shopping buildings are part of public spaces, where communication is established, buildings and shopping centers in the capital city of Jakarta are developing, accompanied by increasingly modern technological developments. Monotonous appearance has now changed drastically and significantly. Technology and design take an crucial role in this stage of development, from the use of standard lamps which are now completely changing with the presence of urban screens, Light Emitting Diodes or LED, electronic components that emit monochromatic light.
Light Emitting Diode takes an important role in changing the appearance of buildings and shopping centers, now has a function as an advertising medium other than as aesthetics in Jakarta and other big cities. Nowadays shopping centers not only offer products but have turned into a gathering place for urban communities as a lifestyle, shopping centers are becoming meeting places and promotional events. Buildings and shopping centers now have a reciprocal (causal) relationship with urban spatial planning, architecture, and design that characterize urban society. In addition, Light Emitting Diode as an urban screen changed its function to become advertising communication media and create a metropolitan building that shines and has aesthetic value in the touch of technology.