LG innovates car dealerships with its OLED Transparent digital signage

The manufacturer has shown the advantages of its display systems with the creation of, in collaboration with ZeroLight, of an automotive showroom where he reinvents the traditional configurator experience with OLED Transparent.

During an intense session of ideas for the design of an automotive showroom, that took place during the participation of LG in ISE 2019, all the company's employees were involved to improve the shopping experience and the car configurator by applying OLED Transparent technology.

This staging was possible thanks to the collaboration between LG and ZeroLight, Real-time automotive display systems specialist, "whose teams worked together to create something that had never been done before, with a very tight deadline for the entire audiovisual industry to see it during the event", explain from the Korean multinational.

One of the challenges of this collaboration was that LG's transparent OLED signage has not yet been released to the mass market and only a few prototypes are available for demonstration and testing, in addition, the integration of P-cap touch technology with transparent OLED signage was at that time at a very early stage of development.

For this project, the 55" LG Transparent OLED Signage solutions have been used; the 65" OLED Signage video wall with ZeroLight Automotive Visualization.

The first concept and diagram of the system between the two teams was achieved after several teleconferences and an intense email discussion. The video wall shows the model Audi e-tron and the UI/UX user interactions are done through the OLED Transparent touch system of 55 Inch.

The configurator is controlled via a server, allowing the following functions to be activated with the controller's user interface, including car configuration (alloys, paints, clipping, interior, etc.), Animation, the ambient switch and camera position and animation at rest. The spot feature plus UX interactions is a linear route so that the user can configure the car and gain insight into its key features.

Immersive Experience

Thanks to the high image quality of LG screens and the ZeroLight platform, it is possible to offer an immersive experience to the user. The self-illuminating pixels of the 10K OLED Signage video wall offer a perfect color spectrum and blacks, with 33 Millions of pixels on the screen.

Users can visualize even the smallest details of the Audi e-tron to scale 1:1. In addition, the superior image quality and wide viewing angle of the OLED Transparent display has allowed ZeroLight to create a seamless image, where the user can interact with the video wall without taking their eyes off the content being displayed.

This is how Chris O'Connor explains it, Technical Director of ZeroLight: "Working with LG's latest display hardware we have created something truly futuristic. Customers can not only compare the details of the finest materials and variations in the configuration options of the Audi e-tron, but they can also interact in a radically new and innovative way.".

The Audi e-tron model, chosen for this innovation showcase after Audi's consent and thanks to the support of ZeroLight, is displayed on a 10K video wall, configured with five 65" LG OLED displays, that were installed in the Auto Showroom of the LG booth. The digital UI displayed on the Transparent display places controls on the video wall to create a unique and engaging brand experience.

It is a fully dynamic concept that includes interactive posters, Informational displays and even complete configurators for entire car libraries. This means that dealers and OEMs could have a very flexible tool to deal with the declining number of dealer visits, encouraging interactions with both the brand and its products through a series of possible touchpoints.

LG's Transparent OLED signage offers innovative visual aesthetics with reliable technology to engage customers, so dealerships can provide detailed information in a visually stunning format, while giving them the ability to quickly change and add new features with the configurator.

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