Project Profiles: JC Decaux Tries Streetside Transparent LCDs Down Under

We’ve seen lots of transparent LCD displays on trade show floors, but I’m not sure how widely deployed the technology is out in teh real world.

So it was interesting to come across a limited trial of the technology in Australia, for a Nike campaign.

JC Decaux’s Innovate wing helped launch┬áthe Nike LunarGlide 4 shoe using translucent 46″ LCD screen in custom street furniture poster boxes. ┬áThere were four sites in total across Sydney and Melbourne used for a week starting July 24th, 2012.

The campaign was timed to run right around the start of the London Olympics.

I like the use of these things for product, but this technology needs to pick up its light from the poster box – so running this on a street in sunny conditions would be a big challenge. The colors look greenish and very muted.