The integrated LED matrix communicates the functioning of the building in an artistic way. The matrix is designed taking into account the observer point of view and the surroundings, therefore the pixel resolution, definition and intensity are appropriate for the urban space where the building is located. The media façade is perfectly integrated in the architecture, in this way the audience perceives the architecture as an element of communication itself, where the light and a curated content express the operation of the building in a virtual way.