Window Transformer

Window displays, as the ‘face’ of a shop, have always been a creative stage for focusing attention, and each carefully crafted little space tells a different story.

In the 1870s, Macy's created New York's first Christmas window display, and along with the prosperity of the department store industry, this kind of dream-creating visual marketing has since become a must for every department store.

Over the course of more than a hundred years, window styles have evolved several times, and the windows of each period are a projection of that era.

At the beginning of the 20th century, window design was influenced by the European modernist design movement, and evolved from a purely decorative approach to a rather artistic modern design style that often used the geometric formal language of architecture in its design.

After the war, due to economic stagnation and changes in demand, the design concept of window displays also underwent new changes, with the emergence of ‘organic design’ with its flexibility and curvilinear decorations, as well as the ‘pop art style’ characterised by saturated colours and bold lines.

Nowadays, due to the cultural differences between countries, various schools of thought have blossomed and window art has shown great complexity and versatility, with prominent representatives of the Dutch style school, the Russian composition school, and the American streamlined design.

Despite the variety of forms, the traditional image of a window display has always been a glass window facing the street. However, with the development of digital display technology, window displays, an art form that is more than 100 years old, are taking on a new lease of life.

Especially with the addition of LED window displays, window displays have been further stimulated to be more dynamic and creative, giving new ways to play with static windows.

Walking through the busy streets, through the shop windows along both sides of the road, or see the models stand, or see the product display, the current shop windows, is gradually turning into a magic ‘poster’, attracting the public's attention. Nowadays, window displays with special features still help to focus users' attention and attract these natural customers into the shop, increasing traffic for the shop.

However, as window displays become more consistent and consumers become ‘aesthetically fatigued’, many retail shops are looking for changes to break the deadlock of homogenisation with the help of new technologies.

For example, the flagship Bosideng shop in Shanghai has a matrix window on the façade plus a large LED screen with a strong sense of technology, which echoes the dynamic sense of technology with the static display, adding a different view to the façade of the shop.

In retail shops, LED window displays are also gaining attention as an alternative to traditional windows.

Compared with traditional shop windows, LED screen with moving images can enhance the visual effect and create a sense of technology, freshness and coolness, so that consumers can better perceive the products and attract more traffic to the shop.

In major fashion stores, window screens have become an important medium for brands to promote their products, with vibrant and colourful animations to inspire more potential consumers to enter the shop and consume.

However, at the same time there is also a question, why than the transparent screen earlier than the emergence of the same image can be displayed on the traditional LED display screen, but for the shop window has not been widely used? Perhaps it can be answered from a different perspective.

From the perspective of spatial experience, LED transparent screens are more transparent. Traditional LED display screens are not light-transmissive, and when viewed from a close distance, they will inevitably give people a sense of oppression; while LED transparent screens have a transparency rate of more than 60%, which can make the entire space more "breathable" and enhance the user experience.

From the perspective of visual effects, LED transparent screens are more beautiful. Showcases exist to attract attention, and beauty is crucial. The installation of traditional LED display screens requires many steel frame structures, making the entire wall too heavy and affecting the beauty of the window; while the structure of LED transparent screens is lighter and thinner, and with high transparency, it integrates better with the surrounding environment.

From the perspective of installation and maintenance, LED transparent screens are faster and more convenient. When repairing traditional LED display screens, the entire module or box needs to be disassembled, which is a time-consuming and labor-intensive process; LED transparent screens do not need to replace the entire module, but only a set of light strips, which is simple and quick to operate and reduces maintenance costs.

When choosing transparent screens for window displays, more comprehensive considerations are given to aspects such as transparency, aesthetics, installation and maintenance. In a nutshell, it is the product characteristics that determine the application scenario.

With the popularization of the market, the novelty of LED window transparent screen will eventually fade. Like traditional products, it will eventually return to how to highlight "differentiation". So, what are the new ways to "differentiate" the LED window transparent screen? We can focus on the following three aspects.

First, superimpose digital technology.

In today's new retail trend, LED window transparent screens can superimpose virtual interaction, big data cloud operation, VR and other technologies to enrich the advertising style and unlock more interesting ways to play. For example, in the interactive window of Pola Café, people can control the baffle by controlling their bodies, allowing the ball to bounce infinitely and hit more bricks, bringing a more interesting first impression to the store.

Second, combine with creative content.

Using the functional characteristics of LED window transparent screens, use it as a creative platform, and use it with creative advertising videos. It can also create a business district sign check-in place to attract people to take photos and check in, and increase more traffic for its stores.

Third, render the atmosphere of retail stores.

Let the LED window transparent screen integrate with the decoration and display. While decorating the store, it can also present a shocking visual picture, instantly filling the atmosphere in the retail store.

In short, the characteristics of the LED window transparent screen mean that it has more gameplay than traditional windows. It is like a wider stage that can accommodate more exciting content and create topics and traffic for the store.

With the development of digital display technology, retail store windows are no longer limited to traditional display methods. In order to create a stronger visual effect, it has become an obvious trend to transform ordinary window glass into large-screen media.

In addition, the use of LED window transparent screens can present more vivid and entertaining content, making brand advertising more three-dimensional, so as to focus consumers' attention and achieve the purpose of attracting consumers into the store.