The Global Media Interface (GMI), which officially launched Thursday evening, is a 66 square metre, four-story, high-resolution video screen built into the walls of London's latest superclub, Home.
Situated in the heart of London in Leicester Square, the screen will be seen by the estimated 50 million people who pass through each year. The screen's content will also be streamed live on the GMI Web site .
The GMI's owners will be seeking sponsors to commission works of art for the screen, including digital, video and conventional art, which Paul Blyth, one of the entrepreneurs behind the installation, hopes will place it "at the cutting edge of both the arts and new media and will place London at the forefront of these fields in the next century."
One of the unique features of the GMI will be its interactive element. Viewers will be able to influence the content of the screen via a mobile phone or on the Web. Blyth, who believes that "public participation will be an evolving feature of the screen", said that an example of this would be the instant publishing of public reaction to the displayed works of art.
Electronic arts organisation the Foundation for Art and Creative Technology will act as GMI's curator to ensure levels or quality and integrity of content.