Abstract:The aim of the study is to determine the role of multimedia technologies used in architecture for socially significant communication. It is important to answer the following question: Can the content and graphic shapes included in the façade be used to shape public awareness and create social identity? One of the objectives is to examine the marketing potential of a message included in an image on a façade, and the possibilities of using it in building a region's brand. Design/methodology/approach: The examina… Show more
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