Media facade is created by illuminating local landmarks using artificial lighting to emphasize their unique features and imprint the public with a positive image. The media facade `show` combines illumination, motion picture, sound effect and music, and it first began in France in the 1950s with the name `Son et Lumiere`, meaning `Sound and Light Show`. By maximizing the placeness of historical remains, it effectively created a sense of place for spectators. In recent years, such type of shows are gaining popularity in many countries, thanks to the high-resolution technology of projection mapping introduced in the 1990s. Yet the shows` image storytelling format uses only icons and colours, lacking any specific descriptions. Therefore it is difficult to understand without taking into consideration the `codes` hidden behind the icons and the historic, social and cultural `contexts`. An `active interpretation` of users (spectators) is required where they have to follow the reversed storytelling structure of text (content) - narrative (frame) - story (material), to comprehend the producer`s original intention. This study suggests the process of image interpretation and understanding the storytelling structure in the case of Osaka castle, Saga prefecture office building and Mifuneyama-rakuen park.