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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 examination included 15 buildings in which various multimedia technologies were used with the intention to create a message. Among the solutions applied in these objects are those in which the message is composed directly, by a metaphor, or indirectly in combination with the architectural features. The research material was analysed, and groups of useful subjects were selected for further investigation: -Promotion of a town.-Accentuating the location.-Accentuating the importance of events.-Popularisation of art.-Façade as a display and information channel. Findings: groups of subjects were selected, which might be used in creating social integration and regional marketing. Research limitations/implications:The below research is of preliminary character. In next steps, other aspects could be added, e.g. multimedia technologies, or seeking means of expression, methods of building images. Practical implications: The article presents the possibilities that multimedia systems offer in the area of message creation. It could potentially give direction to decision-makers with regard to their marketing activities, or the efforts to accentuate certain public functions of a town or region. The results of this research may interest investors, architects, and artists. The anticipated effect is that both awareness and the frequency of using multimedia systems will grow. Social implications: The article discusses the questions of the social role of art and façade graphics in architecture. It examines the effects of a message contained in an image on the issues of social identity and developing bonds. Originality/value: The study proves that façade graphics have a substantial impact, and it shows the possibilities of using such graphics in regional marketing; it also mentions their form, scope, and means.