"Can you do one of those videos that pops out of the building corner?" It's the question we get most these days. A media façade, which uses an entire building exterior as a screen, and anamorphic (illusion 3D) content, which appears to leap out of the screen from a certain spot, are not a matter of technology but of configuration. Screen shape, viewpoint and content all have to line up for the effect to work.
We explain the principles and what does and doesn't work through our projects (Hyangchon Cultural Center gate, Keungogae pier, spherical LED, cubes).
1. Media façades: the building becomes the screen
A setup that wraps the screen along façades, gates and columns.
A media façade attaches LEDs to a building's skin (façade) so the building itself becomes media. It isn't one flat panel: the screen continues around corners, curves and columns, so curved cabinets, custom-shaped modules and structural design come with it. The Hyangchon Cultural Center gate (5 faces, 13.7m) and the Keungogae pier (350° column) are this type. Detailed installation requirements are in Key points for curved and column installations.
2. Anamorphic: depth created by viewpoint
The screen is flat, but from the right spot, things pop out.
Anamorphic content uses forced perspective. The content is built in 3D and then deliberately distorted when rendered so it looks natural from one specific viewpoint. From that viewpoint (the "sweet spot"), objects appear to come out of the screen. No glasses or devices are needed, but away from the viewpoint, it looks like a distorted image.
The most common form is the corner type, with two screens joined at 90°. The two sides connect around the corner as one space, creating a sense of depth. Multi-faced installations such as spheres, cubes and gates work on the same principle; the more faces, the harder the viewpoint design.
3. What works and what doesn't
Anamorphic content needs the right spot and the right content.
| Condition | Works when | Caution |
|---|---|---|
| Viewpoint | There's a set place where people usually stand (crosswalks, plazas, entrances) | In the middle of walkways with traffic from all sides, viewpoints scatter |
| Distance | Viewed from 1–3× the screen width | Too close and the distortion shows |
| Shape | Corner (2 faces) · gate · column · cube | A single flat screen has limited effect |
| Pitch | Pitch suited to distance (P2.5–P4 at 5m+) | P2.5 or finer for corners viewed up close |
| Content | 3D produced and mapped for that specific screen | Existing ad videos can't be reused |
| Brightness | 5,000 nit+ outdoors + automatic dimming | If it's too dim in daylight, the 3D effect collapses |
4. Content is half the job
Often a screen gets built, then sits unused for lack of video.
Anamorphic video is produced after the screen's exact dimensions, angles and viewpoint are recreated in 3D space. That's why, during installation, we create screen mapping data (pixel area, bends and reference lines for each face) and hand it to the content producer, and we can take on production as well. It's a good idea to include the first one or two pieces of content in the quote. After that, content is changed by season or event.
① Types seen in our projects
What differed by shape.
| Project | Type | Key points |
|---|---|---|
| Hyangchon Cultural Center gate (P4, 13.7m) | 5-face media façade + anamorphic | 5 faces joined without center columns, H-beam frame, top inspection hatch |
| Keungogae Intersection pier (P8) | Column media façade | 350° viewing, calibration and aging, reference line mapping |
| Spherical LED (P2) | Spherical installation | Custom modules from curvature calculations, dedicated anamorphic video |
| Anamorphic cube (P2.5) | Mobile cube | Demountable, toured 20+ venues |
| Cheongdo Market arch (P4) | Arch installation | Trapezoidal custom modules, screen follows the curve |
② Review checklist
Considering anamorphic or a façade? Start here.
Is there a main viewing position and distance (1–3× screen width)?- Is there a shape to wrap the screen around, such as a building corner, gate or column?
- Are structural, power and permit (outdoor advertising) requirements met?
- Are the content budget, producer and refresh cycle decided?
- Risk of night-time brightness complaints from nearby residences
Anamorphic principles, forced perspective and corner types: Magnetic 3D, Anamorphic LED · SNA Displays, Anamorphic Creative LED · AVIXA, The Illusion of 3D on LED Walls · Sixteen:Nine, 3D Deep Screen Display. Project details are from LO-GIN IT installation records. Materials from domestic competitors were not cited, and figures vary by manufacturer, model and site.
Recommended specs for this guide
- Securing the viewpoint (sweet spot) comes first
- Corner, gate, column or cube shapes
- Screen-specific 3D content + mapping data
- 5,000 nit+ outdoors · outdoor advertising permit