Visitors to Seoul Square, South Korea are likely to find themselves overwhelmed by technology from the moment the sun goes down. For at night, the entire front of an otherwise normal looking office building turns into a gigantic work of art which towers above its audience.
The 'Digital Canvas', as it is known locally, is the largest single LED screen in the world and part of Seoul City's admirable policy to provide public artwork that can be seen and enjoyed by many. Up until now, the screen which was installed in late 2009 has restricted content to media artists with over 70 artwork exhibitions being displayed.
The first commercial use of the 'canvas' was sanctioned in February 2011 to promote Korean technology giants 'SuperLED technology' and caused enormous interest in Asia with the flash mob video of band, Norazo being watched by over 600,000 people.
The world's largest LED screen stands at 78 meters (256 feet) high, stretching 99 meters wide and covering a total 7,722 square meters (83,118 square feet). The display is made up of 42,000 LEDs fixed into Spanish terracotta tiles which cover the entire 19 floors of the Seoul Square building.
Now the digital canvas has opened its doors to the world of commerce it also opens up big possibilities for global advertisers who wish to promote their brand on the screen and also build a viral campaign on video sites. Part of the attraction of using a media façade with LED lights is that their brilliance is less than 10% of those used on regular electronic display boards allowing more viewing and not so many sore eyes.
Gaming companies are said to be very keen to begin discussions to use the canvas to host the biggest ever gaming session on the mega screen.