New York City | After years of relative quiet, transparent digital signage is making a strong comeback. The rise of lightweight transparent mesh LEDs has also reignited interest in transparent OLED displays.
NRF 2026: Transparency Takes Center Stage
One company leading the charge is Duggal Visual Solutions, a New York-based specialist in creating transparent experiences at the point of sale. At the new Nespresso Global flagship store, Duggal integrates transparent displays into the highlight zone, delivering product information without obstructing the view into the store. The result: a seamless blend of physical and digital that enhances the premium brand experience.
The concept extends beyond coffee. At M&M’s stores in New York, London, and Berlin, Duggal transforms windows and product presentations into dynamic storytelling canvases. By layering motion graphics over real products, transparent touchpoints turn retail spaces into interactive billboards – while maintaining up to 72% visibility from both sides. This approach sparks curiosity without closing off the experience, a critical factor for brands that value openness and engagement.
At NRF 2026, Duggal showcased 77″ large-format OLED transparency in the Innovator Showcase, underscoring how far the technology has evolved. Transparent displays can be an interesting alternative digital signage concept for retailers seeking to merge physical and digital worlds. Duggal – founded 65 years ago as PoS printing service company – considers itself the leader in transparent digital signage in North America.
The trend aligns with broader industry shifts. According to the National Retail Federation, nearly 50% of future store concepts will integrate digital elements. Consumers increasingly expect interactive, personalized shopping experiences where they can not only view products but actively engage with them.
