BMW goes window shopping with G-LEC

Germany - When BMW launched the new 3-series at its flagship showrooms on Kurfürstendamm, Berlin's most exclusive shopping area, they wanted a store display that would stop passers-by in their tracks. Like all car showrooms, the windows are large and imposing, and BMW didn't want to block the showroom from the view of window shoppers, yet the display needed to be bright enough to create drama at night. The solution was the new PhantomFrame system from G LEC, with its transparency and high intensity LED pixels.

Each of the lightweight, 1m x 1m units of PhantomFrame supports 16 clear polycarbonate tubes, each housing 16 high intensity LED pixels spaced 60mm apart. The space between the tubes is just air, allowing the window shoppers in Kurfürstendamm to see the PhantomFrames as well as the full range of the new BMW 3 series in the showroom behind.

Lars Wolf, managing director of G-LEC, said: "The G-LEC display was on 24 hours a day for five weeks, but because our system offers total transparency, the vehicles were also always on display."

(Lee Baldock)

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