Excerpt from the domus China 035 interview by Brendan McGetrick. 
For the full interview please go to the /press section.

For the seventh instalment in the series, I spoke with John Dekron and Markus Schneider, the chief technology officer and chief executive officer of thismedia, a Berlin-based company that specializes in applying new media to architecture. Their company has projects in Europe, the US, and Asia, but recently became more deeply engaged in China. We talked about their recent work, the challenges of designing technologically advanced systems for technologically inexperienced users, and imagining media as a building material. 

BM: Let's talk a little bit about the work you've done in China. I know that you developed displays for the Audi showroom in Beijing...

MS: Right. Yes, in the Audi showroom at the Oriental Plaza shopping mall in Beijing. This is a good example, because it is a pretty small project, but it was a pretty tough one to realize. I think John can talk a bit about that. 

JD: For the Audi project, we were asked by a lighting company based in Switzerland who made the LED wall for that showroom. We'd collaborated on some other projects before. Technically it was kind of similar to AAmp, because it combined low res and high res elements - a low res LED wall in which high res commercial screens were built in. So we came up with a system that could not only address these two elements but could also address the six high res plasma screens independently. This meant that you could have really broadband advertisements - driving a car from one end to the other over every screen. Then we made sure that the system could be operated very simply, which was actually fairly complex technically, but has worked fine in the end. All you really need to do is put in a DVD and switch it on and the rest works independently. 

MS: As John said, the interfacing is another big challenge. What we want to achieve in deliver ing a system for that kind of project is for people who are not trained to be able to operate them. So you don't need a technician or an engineer to be able to operate in different scenarios. The people who work there can basically handle the system. For example, if you need to replace a part of the LED wall, you can independently switch the wall off and replace the part, but the system will still run and once the replacement is done, you just switch it back on. In terms of maintenance, it's very helpful to have a system like that.