Schielke writes in the notes to this YouTube video:
"During the day, facade structures with their windows and material combinations grant a specific building image to the public. However, after sunset electrical light is the medium for an architectural image. The light appearance sends atmospheric signals to the citizens: The unilluminated buildings look as if they are sleeping, static illuminated facades appear inviting and luminous stories shared by vivid media facades entertain the urban audience. In the last decade, media facades have become a widespread element for luminous tweets worldwide. They establish a network between the building owner and the citizens, sometimes driven by aesthetical debates, other times by commercial intentions to avoid traditional light advertisement."