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The latest socio-cultural models of society and city functioning require modem design approaches and facade construction, that is the space is not to be regarded as "objective reality", but, being the fourth dimension regarding the context of time, it is incessantly changed. Studying the influence and appearance of media within world practice led to the following finding - there is neither specific guidelines dealing with this field at the level of design nor beforehand consideration, preprogrammed media introduction to architecture. Knowledge operationalization (putting into design function) and defining the principles of design and media facade construction, aimed at improving the quality of urban public space through full integration of various media into architecture, reaching the urban scale, is of significant importance for establishing certain quality within architectural design and practice. The set principles can be applied to the process of designing completely new structures, as well as to the processes of transforming the already existing facades. The goal of establishing the design principles is to facilitate and direct the process of designing the structures whose integral part is the use of media facade.