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As the buzz around 3D screen technology dies down, it's now time for transparent screens to take center-stage! In 2011 Samsung became the world's first company to mass produce transparent LCD panels. Since then, this technology has evolved and started to be used in various ways, including digital showcases. http://youtu.be/m0vJtL7P1SI Casio - G-shock concept store in Covent Garden (London). A transparent LCD panel utilises ambient light, such as sunlight, which consequently reduces the power required since there is no backlight. The environmental advantages are apparent and the animated graphics draw a new kind of attention to the product. This engaging technology has just been used for the first time in outdoor advertising in Sydney, Australia. http://youtu.be/RRyF8efHpLA The content revolved around the ability for the new Nike Lunar Glide to seamlessly transfer exercise data to the iPhone, a core design feature and function of the shoe itself, delivered via bursts of colour and motion graphics. It also showed the TV commercial. We should see other campaigns of this type in the future as the technology offers a wide range of creative possibilities.