An integrated building display and shading system formed of a plurality of exterior building panels arranged in an array, each exterior building panel representing one pixel. A given pixel resides in a first state when a first excitation state is applied to the exterior building panel and can be changed to reside in a second state when a second excitation state is applied to the exterior building panel, thus allowing an image to be presented on the array. The excitation states are controlled by an electronic control system including a frame buffer and an illumination source. Different types of variable property glass can be used such that a first state is a transparent state and the second state is an opaque state or color state (e.g. red, green, blue). The integrated building display and shading system can be illuminated via natural light, or via UV light, or via a projector.