Sustainable potentials and Limitations of Using Media Façades in Egypt

Media Façade is expressed in many cities by providing new attractive city images. The term „Media Façade‟ is a façade that is functionally and aesthetically specific and thus it represents the integration of architecture, technology. This integration is applied to represent new form of modern art and communication (Haeusler et al., 2012). Implementing new technology such as " Media Façade "following the purpose of fashion trend or adding new stylistic feature without being well studied will cause a massive impact on architecture. This technology " Media Façade " started to be used in Egypt in various buildings with different functions. This paper will firstly illustrate what is Media Façade then state the social, cultural and environmental impacts of these techniques by analyzing local examples using SWOT analysis.