In 2019, we began our early explorations into transparent display technology when LG sent us a demo model of their Transparent OLED screen. The novelty was undeniable. We pushed the boundaries of what content could look like when it’s not bound by a black canvas. The transparency bolstered storytelling and design possibilities that felt on the brink of science fiction in the modern day. The ability to have floating elements, holograms, layered motion, and visuals that could now interact with the physical environment behind the screen was inspiring.
However, at the time, OLED’s limited size, form factor constraints, fragility, and price tag made it an impossible sell for our retail clients who demand scalability, durability, and impact. So, while we paused our R&D with that hardware, we knew we would come back to transparent display tech once it caught up to the price, scale, and performance we (and, or clients) needed.
Fast forward to 2023. At DSE in Las Vegas, it was clear: the show’s narrative was being written in dvLED — big, bold, and bright. This was amplified (literally) by the Sphere now looming over the Strip, a visceral reminder that dvLED was no longer just a trend, it was the future of immersive display. Inside the show, I was particularly drawn to the booths showcasing transparent LED tech. One highlight was an interview with Todd Stahl from Clear Motion Glass, this New Jersey-based company that’s evolved from architectural glass to innovators in transparent LED hardware. Their work really underscored how far the technology has come in just a few short years.
Back at our HQ in Middletown, CT, we dove back in. Our team began sourcing hardware partners, integrating our CMS platform bitSHUTTLE®, and building content that treated transparency not as a limitation, but as a creative advantage. Our most recent round of testing repurposed animation from our Imaginarium web-based AR experience (developed by our ProjectXR team). The results? A playful, intriguing experience designed to spark curiosity and reframe expectations about what a screen can be.
Next up: reactive content, dynamically generated visuals that respond to audience movement, time of day, environmental factors, or even real-time data streams. Transparent dvLED is more than a new surface — it’s a new medium. One that blends digital expression with the physical world. And we’re just getting started.
