LG innovates with its OLED Transparent digital signage for car dealerships

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

During an intense brainstorming session for a car showroom design, that took place during the participation of LG in WHEREAS 2019, All company employees were involved to improve the purchasing and car configurator experience by applying Transparent OLED technology..

This staging was possible thanks to the collaboration between LG and ZeroLight, specialist in real-time automotive display systems, “whose teams worked together to create something that had never been done before, “with a very tight deadline so that the entire audiovisual industry could see it during the contest.”, explained by the Korean multinational.

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

For this project, 55” LG Transparent OLED Signage solutions have been used.; el videowall OLED Signage de 65” con ZeroLight Automotive Visualization.

The first concept and system diagram between both teams was achieved after several teleconferences and an intense email debate. The video wall shows the model Audi e-tron and the user's UI/UX interactions are carried out through the OLED Transparent touch system of 55 inches.

The configurator is controlled through a server, allowing you to activate the following functions with the controller user interface, including car configuration (alloys, paintings, cutout, interior, etc.), the animation, ambient switch and camera position and idle animation. The spot feature plus UX interactions is a linear path so 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 an immersive user experience. 10K OLED Signage video wall's self-illuminated pixels deliver a spectrum of perfect colors and blacks, con 33 millions of pixels on the screen.

Users can view even the smallest details of the scale Audi e-tron 1:1. Besides, The superior image quality and wide viewing angle of the Transparent OLED display has allowed ZeroLight to create a seamless image, in which 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, 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 finest materials and variations in 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 the consent of Audi and thanks to the support of ZeroLight, displayed on a 10K video wall, configured with five 65” LG OLED screens, that were installed in the Auto Showroom of the LG stand. Digital user interface displayed on the Transparent screen places controls on the video wall to create a unique and engaging brand experience.

It is a totally dynamic concept that includes interactive posters, informative screens and even complete configurators for entire car libraries. This means dealers and OEMs could have a very flexible tool to address the decline in dealership visits., encouraging interactions with both the brand and its products through a series of potential touchpoints.

LG Transparent OLED Signage Delivers Innovative Visual Aesthetics with Reliable Technology to Engage Customers, so dealers can offer detailed information in a visually stunning format, while giving them the ability to quickly change and add new features with the configurator.