Project Case| Media Film Enhances the Glass Curtain Walls at Highbrow Stores in South Korea

In commercial display settings, how can brand content attract greater visual attention without obstructing a building’s natural light and views?

The HIGHBROW brand store near Samsung Station in Seoul, South Korea, showcases one approach to applying transparent display technology.

FILMBASE’s naked-eye 3D transparent display product was installed on the Highbrow store’s street-facing glass wall. Using a P6 Media Film covering approximately 6 square meters, the system integrates game characters and brand videos into the building’s glass facade. The windows, which originally served to provide natural light and views, now feature dynamic content displays. This creates a digital showcase for the brand facing the city streets while preserving the space’s sense of openness.

Creating a Distinctive Visual Experience in Commercial Districts with a High Density of Large Screens

The project is located near Samsung Station in Seoul, South Korea. As an urban area with a high concentration of commercial display resources, the surrounding area features a variety of large digital billboards, which place higher demands on the color reproduction, brightness, and visual clarity of the displayed images.

In this setting, a display area of approximately 6 square meters is not particularly advantageous. How to showcase the brand’s unique characteristics on this limited glass surface became a key consideration for this project.

Highbrow is a gaming company focused on game IPs and character content, with titles such as "Dragon Village" in its portfolio. This project integrates the brand’s characters and dynamic videos into a transparent display interface, using the characters’ vivid colors and constantly changing visuals to create a visual presentation that stands out from traditional advertising screens.

The value of transparent, naked-eye 3D displays lies not simply in pursuing a larger display area, but in striking a balance between visual impact and architectural transparency. By integrating digital content into glass facades, what were once static window surfaces gain new communication capabilities and offer brands a display format distinct from traditional opaque screens.

Combining visibility and transparency, allowing glass to continue to enhance the value of a space

For commercial buildings and brand stores, glass windows serve not only as display surfaces but also as an important medium connecting the indoor and outdoor environments.

When traditional opaque displays are installed on windows, they tend to block natural light and the outdoor view. This is especially true for floors facing the street and spaces with expansive city views; when installing such displays, it is important to balance the indoor environment with the everyday user experience.

The FILMBASE naked-eye 3D transparent display solution combines dynamic displays with a glass interface. When content is playing on the screen, brand imagery is visible from the outside, while those inside can still see the outdoor environment through the display area. This enhances digital display capabilities while preserving as much natural light and visibility as possible.

As ambient light changes, the visual effect of the glass surface changes accordingly. During the day, the display area and the building’s glass facade together shape the building’s exterior appearance; at night, the colors of game characters and dynamic images are further accentuated, transforming the street-facing windows into digital storefronts capable of displaying updated content.

For commercial spaces, the significance of this solution goes beyond simply adding a display screen; it allows the glass to serve not only its original architectural function but also to further promote the brand and showcase digital content.

P6 Solution Selection: Balancing Visual Quality and Light Transmission Requirements

The design of a 3D transparent display project requires a comprehensive evaluation that takes into account the actual viewing distance, display area, content type, light transmission requirements, and installation conditions.

This project utilizes a P6 transparent LED display solution with a pixel pitch of approximately 6 mm. For applications primarily featuring dynamic content such as game characters and brand videos, the pixel pitch must be matched to the viewing distance and screen size while balancing display detail with the transparency of the glass.

A smaller pixel pitch is not necessarily the best choice for all projects. A denser pixel layout helps enhance detail when viewed up close, but the display structure and light transmission requirements must also be taken into account. Therefore, the selection of an appropriate solution should be guided by the actual application results, rather than the sole pursuit of a single parameter.

In outdoor or street-facing display environments, brightness is also a key factor affecting image legibility. Depending on the specific model and project configuration, FILMBASE 3D transparent display products can achieve brightness levels of 5,000 nits or even up to 10,000 nits, providing tailored solutions for display needs in various environments. Actual project performance must still be evaluated comprehensively based on on-site lighting conditions, installation location, and product configuration.

From pixel pitch to brightness settings, the core of a 3D transparent display solution lies in adapting to spatial conditions to ensure that display quality, transparency, and practical usage requirements are in harmony.

Expanding Digital Applications on Glass Facades from Gaming Brand Showcases

Game IPs feature a distinctive visual style and are characterized by a steady stream of new content. Content such as new character releases, in-game events, and brand promotions can be flexibly adapted to meet communication needs, providing brand stores with a constantly evolving display format.

The Highbrow project demonstrates the potential of transparent displays in gaming brand retail spaces: dynamic content is no longer limited to indoor screens or traditional billboards, but can be integrated into a building’s street-facing glass facade, creating a brand showcase facing the public street while maintaining the space’s sense of openness.

This application is equally suitable for brand flagship stores, retail storefronts, shopping malls, corporate showrooms, and other commercial spaces with glass facades. For buildings that require display capabilities while also seeking to preserve natural light and outdoor views, 3D transparent displays offer a new option for expanding the functionality of glass surfaces.

The FILMBASE3D transparent display solution can be configured—including display size, pixel pitch, brightness, mounting structure, and control system—to meet project requirements, making it suitable for a variety of spatial conditions and display applications.

From brand display windows of approximately 6 square meters to larger-scale commercial glass facades, Yuguang FILMBASE continues to explore ways to integrate transparent displays with architectural spaces and brand communication, enabling glass to retain its transparency while unlocking new possibilities for digital displays and spatial applications.