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Pop-up DooH: Audi Plays with Transparency

Three-dimensional signage: Audi created an elaborate DooH installation in Vienna for the launch of the SQ8 Sportback E-Tron. A transparent LED display served as a digital overlay, a regular one as the backdrop.

Automotive brands have long used city centers to showcase their latest vehicle models as pop-up experiences. In Vienna last winter, Audi displayed an SQ8 Sportback E-Tron throughout the city’s ice-skating season that runs every year from January to March in front of the municipial. The installation was a delight for digital signage enthusiasts because it’s one of the few we have seen that managed to use transparent LED technology to its advantage.

The setup featured two screens plus the car itself: a transparent LED screen shielding the car from on the front side and regular LED wall in the background. Dynamic content, powered by the Unreal Engine graphics engine, flowed across both LED displays in a synchronized pattern. AV Stumpfl’s Pixera media server managed the content playback. Media production was handled by Pansound from Sankt Georgen near Salzburg.

The goal of this digital-out-of-home campaign was to blend the virtual and real worlds in a unique way, according to Bernhard Loos, Head of Marketing & Sales Audi Austria at Porsche Holding. The ice-scating experience provided Audi with a large audience, attracting 650,000 visitors througout the season. However, due to the limited brightness of transparent LED screens, the installation’s full luminosity would probably only have been visible in the evening.

This video demonstrates the LED walls’ effect in the dark:


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