Seemingly a glass box (in the above example holding a shoe), the front is in fact a see-through screen linked up to a built-in PC and speakers. What that means is videos are able to play over the top of real-life items, enhancing rather than distorting their view.
It might just be a 22″ screen at the moment, but as PSFK reports, what place does that sound more relevant than in the store windows and retail shelves of the future? See it in action in the video below.
“[The display] allows images and animations to dynamically interact with the merchandise inside the showcase while still enabling passers-by to view the product,” reads the write-up from Samsung, who refers to it as “a new era of creative display in digital retail design”.
Now, add that idea to the transparent smart window it launched last year, and we might be on to something.