Rezumat/Abstract. From billboards to urban screens and now to media facades, the augmentation of our cities has expanded, changing social behaviours and public space consumption. Smart buildings are being developed and, much like the smartphones, these hybrids are not only in sci-fi movies anymore. One of the main promoters of media facades and media architecture has been the advertising industry. But artists and designers showed the potential of different approaches, experimenting with digitally augmented spaces both indoors and outdoors. Going beyond the commercial aspect of being an advertising and branding tool, these hybrids offer a variety of uses. Questions of how and where we use them and how they can improve our life quality are discussed here emphasizing that we developed a media behaviour, adjusting our relation to the physical and information environments. I examine some of the most notable experiments outside of the advertising sphere, offering a base for future development of augmented spaces and opening the discussion over the language of new media architecture.

Cuvinte cheie/Key words: new media, hybrid spaces, media architecture

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