New advancements in glass has fostered the development of smart glass with the French based company PrivaLite leading the way. SGG PRIVA-LITE® is a laminated glazing made of two sheets of extra clear glass and a liquid crystal film.
The current standard composition is +-12mm thick.

The polymer and the liquid crystals are encapsulated in the LC film of which both faces are covered with a transparent, electrical conductive coating and are connected to the power supply thanks to 2 flat electrical busbars.

Simply speaking this new technology can turn any building with a glass facade to be turned into what resembles a large screen for a projection. The Chanel building in Tokyo is the first major piece of architecture to incorporate this technology into its facade. Currently their is a large disconnect between buildings and advertisements/billboards. Expect the two mediums to merge in the future. With architects as well as designers who will have to tackle new problems as to how to create a building facade.  Buildings will became less of what we think of them today and begin to resemble media more and more.