The interdisciplinary research project broaches the issue of the interface between urban, medial and narrative space. The project engages with the question of the effect produced by displays in public spaces, and how this effect comes about. The findings of the project are summed up in the form of 33 theses. These serve as a kind of guiding thread for system suppliers and communication specialists, with a view to the systematic planning, design and use of out-of-home displays. The project was realised in cooperation with Sony, eAdvertising, Migros and Bison.