Under Armour
At Under Armour's store in London's Battersea Power Station, transparent LED nano film turns the glass frontage into a display that's part window, part video wall.
Under Armour's store at Battersea Power Station needed a way to make a strong visual statement on the shopfront without losing the transparency and natural light that make glass-fronted retail spaces work — the brief called for a display that could show video content while still reading as a window.
Elport's answer was transparent LED nano film, applied to the glass to create a display surface that stays largely see-through when not in use, then comes to life as a full LED video wall when running content. Rather than replacing the glazing with an opaque screen, the transparent LED nano film sits on the existing glass, letting Under Armour keep the open, daylight-filled feel of the storefront while adding a genuine video display capability.
Positioned within the striking architectural setting of Battersea Power Station, the installation gives the store a shopfront that can switch between a conventional glass frontage and an eye-catching moving-image display, without any structural change to the building's glazing.
It's a clear demonstration of how transparent LED technology lets retail brands add large-format video content to glass-fronted spaces — including landmark buildings — without compromising the architecture around them.
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