Digital facades, sometimes referred to as media facades, are nothing new, of course. Recent examples, such as UNStudio's Galleria Department Store (2004) in Seoul, trace their lineage through the earliest neon signs and architects' responses to 20th century media and computerization. But cheaper display technology, and the money to be made from digital outdoor advertising, suggest that more buildings will incorporate digital signage. Noncommercial uses of lighting, digital screens, and other programmable, reconfigurable elements are also on the rise.