Sky-High Billboards and Urban Computing: Public Realm Norms and Zoning Criteria for Tower Façade Displays

Abstract

Major cities regulate tall building signs to ensure that they do not cause safety issues or create aesthetic blight. Crafting regulations weighing the need to be seen with issues of public safety and aesthetics is a fine balancing act. Those installing these signs do so trusting that their messages will be readable by and appropriately impress all who view them. The same is true for those who generate public art displays like media facades and LED screens, which, being more artistic (in theory), argue for lighter regulations than those accorded commercial advertising signs. Meanwhile, residential neighbors want to sleep after dark, without blackout drapes festooning every homeowner's living area window. And cities want a vibrant commercial district that is exciting and affords visual stimulation, creating the 24-hour city – but not fostering overstimulation with accompanying neighbor anger, zoning hearing warfare and mass-media aesthetic critique.

How ought community regulators to proceed in this era of artistic creativity, cutthroat advertising competition and the social trend embracing endless self-presentation? This paper posits one theory, grounded in purpose that affords viewer awareness of illuminated signs and artistry, without making commercial signs and digital media projections a main event in the municipal mixed use residential and commercial neighborhood.

Keywords: skyscraper, tall building, advertising structure, exterior signs, zoning, land use, planning, sign codes, sign regulations, media facades, digital projection

JEL Classification: K11, K23, R14, R38