Project Case| FILMBASE Media Film Enhances VOV Stores, High-End Retail Spaces in South Korea

In high-end retail spaces, the most challenging issue with display equipment is often not “how to make the image brighter,” but rather how to present digital content without disrupting the space itself.

For brands that prioritize visual merchandising and spatial design, traditional LED displays—while capable of delivering eye-catching dynamic content—can also obscure glass facades, diminish the sense of openness in a space, and increase the visual presence of the equipment itself.

Therefore, when digital displays are integrated into high-end commercial spaces, the real challenge is not simply “installing a screen,” but rather ensuring that display technology coexists naturally with the architecture, displays, and brand visuals.

Recently, FILMBASE’s naked-eye 3D transparent display was installed at the VOV store in Shinsegae Department Store in Daegu, South Korea. Through its highly transparent display form and customized installation solution, the system enhances the store’s ability to showcase dynamic digital content while preserving the original spatial visual relationships.

The content must be visible and the space must be transparent 

For VOV stores, the use of transparent LED displays is not simply a matter of solving the “display” problem; rather, it requires striking a balance between display quality, spatial relationships, and on-site conditions.

Visual Aspect

The store entrance serves as a key platform for brand presentation; display content must offer sufficient clarity and visual impact while ensuring the equipment itself does not become a jarring element in the space.

Spatial Aspect

The display area must harmonize with the product displays behind the glass and the spatial hierarchy, meeting the requirements for digital content presentation while preserving the original sense of visual openness as much as possible.

Environmental Aspect

The lighting environment inside a department store is complex; ambient brightness and lighting fluctuations can affect display performance. Therefore, the display system must be calibrated—including brightness and display parameters—to suit the actual operating environment.

Structural Aspect

The project site features curved surfaces and unique edge-finishing requirements, making it impossible to directly apply standardized off-the-shelf solutions. A customized design is necessary based on on-site dimensions, installation locations, and structural conditions.

FILMBASE Solution: Displays that blend into the space, rather than replacing it

To meet the application needs of VOV stores,FILMBASE adopted a custom P4 vertical Media Film solution with a display area of approximately 2.7 square meters. Guided by the design philosophy of “space first, content-driven,” the display system was integrated with the existing glass facade.

The core concept can be summarized as follows: when the screen is on, it serves as a digital media platform for the brand; when the screen is off, it maintains the visual integrity of the space.

Through the use of ultra-thin modules and an installation method tailored to the on-site conditions, the display area seamlessly integrates with the store’s glass facade structure. Additionally, the design incorporates strategic cabling layout and concealed control equipment to minimize the visual impact of hardware on the space.

Compared to traditional display equipment that is directly “embedded” into a space,FILMBASE Media Film offer an alternative approach: adapting the screen to the space and letting technology serve the design. While preserving the transparency of the glass space, they add dynamic visual content to the store, making digital displays an integral part of the original spatial design.

Customization for Specific Settings: Tailoring Display Solutions to Fit the Space

High-end commercial projects rarely feature completely identical, standardized environments. Factors such as glass dimensions, spatial structure, lighting conditions, viewing distance, installation location, and design finishing details can all affect the final display effect. Therefore, when applying naked-eye 3D transparent display solutions to architectural and commercial spaces, the product itself serves only as a foundation; tailoring the solution to on-site conditions is equally important.

For the VOV project, FILMBASE conducted on-site measurements and assessments of the installation location, curved surface dimensions, edge finishing structures, and environmental conditions, and tailored the display size, brightness, resolution, and mounting structure to meet the brand’s presentation requirements.

Through the collaborative design of the product and spatial conditions, the Media Film blends more naturally into the existing commercial environment. This customization capability also enables the products to be further extended to various commercial scenarios, including glass storefronts, building facades, interior partitions, exhibition spaces, airport retail areas, and hotel public spaces.

Leveraging its in-house R&D and manufacturing capabilities, FILMBASE has established a comprehensive project service system covering: requirements gathering → solution design → product customization → manufacturing → on-site installation → commissioning and handover → after-sales support.

For overseas projects, FILMBASE collaborates with local teams and leverages localized service capabilities to provide tailored technical support and project implementation services based on the specific conditions of each country and region.

The VOV store project is a practical application of naked-eye 3D Media Film integrated into high-end retail spaces. For glass storefronts, naked-eye 3D Media Film can enhance product displays with dynamic content while maintaining visibility of the merchandise; for commercial facades, they can transform building surfaces into more flexible digital communication interfaces; and for showrooms, hotels, and public spaces, they can enhance information presentation and visual experiences through transparent displays.

As commercial spaces continue to undergo digital transformation, display technology is gradually shifting from traditional standalone devices toward a more integrated approach with architecture and space. The focus is no longer merely on “where to place” a display, but on “how to integrate” it.

In the future, FILMBASE will continue to explore the integrated applications of transparent display technology in architecture, commerce, transportation, and public spaces. Building on our in-house R&D and manufacturing capabilities, we will provide global customers with more flexible and integrated transparent display solutions.