The Invisible Projector Showroom

“A luxury automotive or fashion retailer wants a showroom where products are displayed in contextual environments. Problem: projectors are visible, breaking immersion. The projection equipment itself becomes part of the design conversation, which is annoying. Solution: rear-projection substrate so precisely engineered that the entire wall becomes the display. No visible equipment. No seams. No evidence that projection is happening. A car appears to be standing in a photorealistic showroom, garage, or highway without the viewer ever knowing a projector exists. The invisibility of the technology heightens the magic of the product.”

“Can rear-projection be invisible? Can the technology disappear and only the experience remain?”