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.  

What's next?

Transparent Touch Screen Technology Last January, Samsung came back with an upgraded version of its 46" inch smart window. This upgrade was mainly focused on the touch-screen added function. http://youtu.be/mTVPVobDrms   Gesture Controlled Content on a Transparent LCD Combining preexisting motion tracking technology with the new display format will produce some exciting interactive adverts. Imagine a pair of digital curtains opening to reveal a new product as you approach, or conversely, the frustration that could be caused if the product is obscured the closer an onlooker gets {viral video alert!}.   Flexible Transparent LCDhttp://youtu.be/HU2nG9qy6vs   These new types of screen continue to push the boundaries for digital creativity and offer new, interesting possibilities to Out-Of-Home advertising.