LG innovates car dealerships with its OLED Transparent digital signaling

The manufacturer has shown the advantages of its display systems with the creation, in collaboration with ZeroLight, of a car showroom in which it reinvents the traditional configurator experience with OLED Transparent.

During an intense session of ideas for the design of a car showroom, which took place during the participation of Lg in Ise 2019, all employees of the company 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, specialist in real-time automotive visualization systems, "whose teams worked together to create something that has never been done before, with a very tight time frame so that the entire audiovisual industry could see it during the contest", explain from the Korean multinational.

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

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

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

The configurator is controlled through a server, allowing you to enable the following functions with the driver user interface, including car configuration (alloys, paints, clipping, interior, Etc.), animation, the ambient switch and the position of the camera and animation at rest. The spot feature plus UX interactions is a linear route so that the user can configure the car and get information about its key features.

Immersive experience

Thanks to the high image quality of LG screens and the ZeroLight platform it is possible to offer immersive experience to the user. The self-illuminated pixels of the 10K OLED Signage videowall offer a spectrum of perfect colors 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, in which the user can interact with the videowall without taking their eyes off the content that is displayed.

This is how Chris O'Connor explains it, ZeroLight Technical Director: "Working with LG's latest display hardware we have created something truly futuristic.. Customers can not only compare the details of the finer 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 showcase of innovation after the consent of Audi 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 stand. The digital user interface displayed on the Transparent screen places the controls on the video wall to create a unique and engaging brand experience.

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

LG's OLED Transparent signage delivers innovative visual aesthetics with reliable technology to engage customers, so dealers can offer them detailed information in a visually striking format, while giving them the ability to quickly switch and add new features with the configurator.

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