During the most recent years we have been confronting a developing need of including designers into procedures of current city medialization. Media architecture changes the present idea of design and façade development, highlighting the part of correspondence between building structures and condition. Media façade is a façade that is both aesthetically and functionally specific and in this manner states the connection between technology, architectural design, innovation and substance to new media introductions of present day art as well as communication (Cikic-Tovarovic et al., 2011).

The term media façade depicts transforming the building façade into an extensive open screen by supplying its external shell with smart, light-transmitting & interactive elements. Media façades allow correspondence by means of technology onto a façade as advanced media, and media architecture represents the social, cultural and financial ramifications of these façades for the instant environment. When managing media façades as huge scale advanced screens from a human-PC cooperation point of view, we can define the term media façade as: media façades are computerized open screens with subjective frame components and of self-assertive determination, which are made by either preparing the external surface of a building with controllable, consistently molded, light discharging components or by digital content projecting onto it of which are installed during the construction of a building. Media façades are an obvious case of the computerized expansion of urban spaces. They signify the idea of transforming the building surface into an extensive scale urban screen. Due to their tremendous size, they require an interaction from a distance and they have an abnormal state of visibility. Moreover, they are installed in a very dynamic urban environment with quickly changing conditions which result settings that are neither equivalent, nor reproducible. All of this makes the installment of media façades a challenging mission (Gehring & Wiethoff, 2014).

Design tends to utilize media façades more as an aesthetic element. What used to be added to façades after being constructed as an aesthetic element is currently some portion of the design and construction procedure and offers new extension for visionary outline which under the term 'Mediatecture' (Frtiz, 2009).

Deliberately, media façade is another idea that permits helping the urban communities and make roads more appealing. A well-built media façade wins drivers and people on foot alike, improves the picture of big organizations, and helps medium and little organizations to emerge among contenders. Therefore, there is a developing interest in media façades covering the city space and attracting huge groups of viewers. Media façades might be interesting to designers and architects, owners of buildings, advertising offices and television channels, advertising & marketing specialists, social networks and internet resources, and sponsors and investors (Petrov, 2011).

There are few reviews researching building skin, building envelope and building façades where they all are diverse terms used to mark the outside components of a building. Powler and Kelbaugh characterized a "building envelope" to be any surface that isolates the thermally conditioned inside of a building from its surrounding environment. As indicated by this definition, building envelope incorporates rooftops, outside walls, floors, ceilings and foundations and each assume an enormous part in the sustainability of the building and how the buildings react to various prerequisites. With a specific end goal to decide building necessities, (ASHRAE) characterized the building envelope into two sections: the outside and the semi-outside parts of a building where the definition of the building exterior envelope is: the components of a building that isolate the interior parts of the building from the outside. While the building semi exterior envelope is: the components of a building that isolated conditioned interior spaces from unconditioned spaces (Dewidar et al., XXXX).

Urban architecture futuristically states that each and every piece of a future building will be associated digitally. Buildings themselves will get to be a distinct media for correspondence especially for visual substance transform-ing them into large displays. Media façades are the integration between digital displays and screens with buildings, landmarks, and road structures. Generally "Media Façade" is a term for merging digital displays with the building façade. Designers ought to have the capacity to manage this new material as an appearance of their design essentially changes in a way that couldn't have been envisioned before (Haeusler, 2009). One of the examples of the enclosure of media façade in buildings is Times Square in New York.

With the appearance of the technology of SMD (Surface Mounted Gadget), high proficiency LEDs and intense processors, digital screens are introducing new transparent media façades that can cover the buildings futuristically. The challenges and possibilities of building urban structures that is utilized as multidimensional screens are gigantic. While there is a little uncertainty that the integration of media surfaces into design is unavoidable, these new potential outcomes being a blend between an augmented PC screen, the building architecture may endure thus of the rectangularity and flatness of the picture. In any case, that concern may not be completely viable as today's media surfaces can be shaped to any frame on the need.

Media façades has to take the proportions of the building when being designed and extra new parameters were added to incorporate eyeball densities, viewing distances, daytime/evening lighting, the façade's transparency, ventilation needs, heat indulgence, ecological effects, human security, and so on. The media façade field is interdisciplinary, not exclusively does it include architecture studying and urbanism, additionally some fringe regions of innovation, urban outline, technology, culture, art, marketing and advertising. Designing Media façade includes investigations of some particular aspects of design that affect operational and utilitarian façade objectives.

Disappointingly, media façades are typically an idea in retrospect, and never adhere the architectural design because they are still considered as "digital screens" or "signage" for advertising, that are not integrated in the architectural design (Raheman, 2014).

Without getting too technical, we should still mention the important advantages of media façade over other digital outdoor carriers such as LED's. They are presently fit for yielding 135 lumens/watt so they are energy productive, they have long lifetime -50,000 hours or increasingly if legitimately designed, don't neend a warmup period. LED's light is in nanoseconds, not influenced by chilly temperatures, due to that LED's "like" low temperatures and will startup even in below zero climate, directional. With LED's you can coordinate the light where you need it, in this way; no light is squandered and excellent color rendering. Moreover, LED's don't wash out hues like other light sources, for example, fluorescents, making them ideal for presentations and retail applications, environmentally inviting. LED's also contain no mercury or different unsafe substances. LED's are also controllable where can be controlled for brilliance and shading. For case, a media façade may show graphic and shading impacts; text or pictures, commercials or slide-appears, on-line video, sport occasions, channels of satellite or digital TV, real-time data about car influxes, climate, money rates and crisis circumstances.

Although it has many advantages, we can't overlook the disadvantages. LEDs are as of now more costly for starting expense, LED execution relies on effectively designing the installation to deal with the warmth produced by it, and they must be provided with the right voltage and current at a steady stream. This requires some hardware skill to design the electronic drivers (Petrov, 2011).

The development of the media façade has allowed the interaction with surrounding humans and passersby, where they become a part of the building and interacting with it. As Simone Arcagni expressed, "The film resituates around the local area" and "because of the participation of the media, this present reality is changed into a lasting show in which all the limits amongst performing artist and observer, amongst reproduction and reality, history and appeal tumble down" (Arcagni, 2010).

In contemporary architecture, brilliant and enlightened surfaces, electronic screens, video projections, and intelligent media are progressively normal, combining and covering the physical surface of the conventional city. It is very similar to a communication amongst genuine and virtual world. The advancement of the computerized applications to architecture makes a vital change on man's association with the architecture. There are many investigations of advanced application to architecture (Gasparini, 2014).

A building façade shields the building from wind, rain, dust and heat. As any electrical machine, LED screens additionally affect nature and the other way around. The customary LED screens, especially in huge sizes, have gigantic ecological results that keep them from being deployed as building façades. They produce a huge amount of warmth that can't be dispersed without the utilization of air-conditioners, and don't permit free flow of air and light amongst outside and inside; thus affecting the indoor condition and aesthetically. However, transparent LEDs utilize less energy, they are lighter, and they permit some level of transparency for associating the outside with inside (Raheman, 2014).

Thinking about the media façade and environmental setting issues and also the sustainability of energy, two primary classes implied for examining the conceivable outcomes of energy sustainability ought to be recognized:

The primary elements of green economical media architecture are: firstly, biologically and ecological development by decreasing the utilization of materials, using renewable assets, "clean" innovations amid creation, establishment, recycling and reusing materials, wellbeing and speed, safety in producation, transport and establishment. Secondly, reduction in consumption of energy amid production, transport and establishment, amid the misuse of structures, actively, through photovoltaic cells in media design, passively, through maintaining a strategic distance from sunlight, which requires extra fake lightning (Cikic-Tovarovic et al., 2011).

Light pollution requires general concern when designing media façades especially when we are concentrating on the environmental impact of the façade on the surroundings. One of the best accomplishments of life is the ability to help our living space to lighten up in the evening. The enlightenment of both open and private spaces has expanded fundamentally over late years. The inspiration for this is various: industry factories are running 24 hours, city thruways are lit up to guarantee movement security, numerous authentic destinations are highlighted to attract travelers and an ever-increasing number of privates are utilizing outside light to forestall thefts. However, this advancement brings likewise certain downsides, which must be broken down. In spite of all eagerness for new advances and their advantages for humanity, it ought not to be neglected to tip the fingers on basic improvements. The negative effects cannot be denied, such as light scatterings that can annoy people on shining into houses. Night sky exploration can be difficult with the presence of too much light. There is also a waste of electrical power since only a little amount of light is useful. There is a negative effect on the nature and untamed life; influencing the behavior of natural life creatures, causing a negative effect on plants, influencing their development cycles, causing dangerous effect on immigrant birds, which are diverted and getting perplexed. Moreover, billions of insects die on the surfaces of open lights, thus, decreasing regular nourishment for birds. In addition, offensive advertising could occupy drives, particularly amid evening time, causing accidents (Wachlowski, 2011).

The media façade responds effectively to outside triggers from its surrounding. If present day sensor advances (climate, temperature, traffic and light) are considered, it is not hard to run a media façade in the receptive mode. Along these lines, the media façade can "respond" to certain outside factors.

Outer factors could be a few parameters from the city, similar to climate, daytime, traffic density, or even office action. The media façade turns into a dynamic building skin which ponders effectively its condition. It can rethink itself consistently and build up its own dialect.

Media façades are considered a new induction to Egypt, and are starting to be used widely across the country. They are mostly used on commercial and public buildings, mostly as an advertising medium. A couple of examples will be studied in the next section.

A SWOT analysis was conducted on the case studies with enviromental/ ecological and economical criterias and by studying the SWOT analysis for the case studies we found that from the ecological aspects: there was one strength point of using the media façades which was the building can react with the surrounding environmental conditions changing its colors according to the wind or temperature. On the other hand, the weakness were so much such as visual discomfort and light pollution, and implementation of sound and the relation to the surrounding land users and the audience. While the opportunities were creating bird-friendly façades so that the birds won’t hit it when they are flying, and they could also be used in environmental ads and save materials used in traditional ads that harm the environment. It also had threats such as the effect of temperature changes (thermal discomfort) and that bright lights might affect human/plants/ animals negatively. As for the economical aspects, the strengths were obvious as media façades were used in advertising and decoration, they could also be used in promoting tourism, landmark buildings and changeable content, and display through time as opportunities. Unfortunately there were weaknesses and threats, such as devices that cost a lot and need trained engineers, and it might affect the façade if used on a heritage building. While the opportunities were that they could be a source of income to owner, could promote tourism, landmark buildings & changeable content & display through time.

Moreover, studying the previous international and national case studies, we find that, there are different types of media façades and most of them are and could applied in Egypt. Due to the reason that they would have great potentials such as: they would strengthen the Egyptian tourism by advanced Sound and Light Shows, acknowledgement of Egyptian monuments, can be used in public buildings openings, or in advertising and significant events (Matches, Concerts, . . . ). Most importantly that they might not affect the surrounding ecology and enviroment negatively and it might be a source of income for the buidling they are being projected on.

However, we can’t ignore the limitations it has such as: it needs trained designers, highly complicated programs, an open area, it might cause the loss of traditional identities, causes light pollution with several negative impacts to humans, animals and plants and rising energy consumption.

However, these limitations could be solved and managed by time and by training designers, using high-tech equipment that doesn't cause heat, light or noise pollution.

According to the analyses and discussions above, this paper's conclusions may be summarized as follows:

Egypt is located in the North African desert; this topographical area gives the Egyptian atmosphere a few attributes, which influences on designing any building. Egyptian atmosphere is arid, hot dry summers, cold winters and rarely any precipitation which will urge designers to design building skins that will have the capacity to give natural ventilation, shading and lessen the consumption of energy.

Media Façades are turning out to be increasingly universal in the urban condition: we can find little ones in cafeterias displaying menus; greater ones in shopping centers providing store registry data, for example; gigantic promoting brand item over a whole building façade. Subsequently of their inescapable universality, there has been an expansion in research around them, particularly how individuals interface, engage, and facilitate around them. So we can presume that a media façade comprises essentially of animated photos and light created by electronic gadgets and is not only a decoration, so its function is not just ornamental, but rather, with its potential for representation it is used for interaction between the building and its surrounding environment. The utilization of programming and computerized shows connected to the building façades, regardless of whether they are glass, plastic or metal is changing drastically the importance of architecture. Both, video and architecture are not only aesthetic, but they are as well innovative mediums, with its characteristic technological restricts. Nonetheless, media façade configuration is joined by various particular issues that have been mentioned in the previous sections. Making a legitimate system for the procedure of media façade configuration represents a decent stage for subjective association between media and architecture, and different fields too.

In addition to that, we can see how media façades can affect the building economically and environmentally as shown in the SWOT analysis, how it could be a source of income to the building that uses its façade by promoting tourism or different advertisements. In addition to the environmental point of view, it could provide information about the weather as shown in the DEXIA Tower case study, and special LEDs that could be used to be birds friendly.

To put it plain, up until now, researches about media façades have occurred in various groups, for example; design, architecture, and art, which permits us to start collecting current discoveries, to move to better approaches for considering, and to sum up disciplines, working towards building a general comprehension of coordinating media façades in the architectural building design.

Other researches could be done to determine the impact of using media façades on commercial buildings in Egypt can be done by studying social and cultural aspects. Designers ought to consider critical issues for proficient building façades; these issues influence the technologies added to building façades considering its cost and how proper it is for the building necessities. In this way vitality sparing, designers ought to properly select site for working, as the plan highlights changes with site climatic qualities, be mindful of any huge change in climatic conditions in the site. Then properly choose the best façade innovation that serves the objective of the building, choose proper ventilation techniques that are reasonable for the building use and notify to all PC demonstrating that can lead the designer to the correct execution of the ideal façades' techniques.