What should we do with all these screens?

Whether for immersive experiences, in corporate buildings, or just a billboard in a train station, screens have taken over our public spaces. We examine if they’re being used to their creative potential

Big screens in public spaces are everywhere, and it’s partly because of their ability to reach so many people in a way that’s different from our phones and wearable devices. These screens, when used well, create a shared, at times immersive, experience – and creatives, agencies, and brands are tapping into their appeal.

“On a practical level, they’re also easier to distribute to, to programme, and update. Screens are no longer just displays but also interfaces being used to share and interact,” says Andreas Neophytou, CCO and founding partner at Closer, a creative agency and incubator that helps brands use technology in their campaigns in creative ways. “As [screens] have come to mean more in our lives, and [are] more embedded into our behaviours, they have become more ubiquitous.”

One reason why screens, besides those in our homes and hands, are so omnipresent comes down to the fact that the technology has simply gotten better. This has meant they’ve been able to replace their analogue equivalents fairly seamlessly, whether it’s complex videos playing at music events or anamorphic billboards at train stations.

Top: Virtual production backdrop, Disguise; Above: Louis Vuitton x Yayoi Kusama anamorphic billboard, 2023, Closer