Under Armour
For Under Armour's new Johannesburg megastore, Elport fitted a 7.5m x 2.5m transparent LED nano film screen directly onto curved plate glass, turning the storefront into a seamless video display.
When Under Armour opened a new megastore in Johannesburg, the brief was to give the flagship location a shopfront that matched its scale and ambition — a large-format display capable of running striking video content, built into the store's architecture rather than bolted on top of it.
Elport Digital's solution was transparent LED nano film, installed as a 7.5m x 2.5m screen fitted directly onto the store's curved plate glass. Applying the LED film straight to curved glazing meant the screen followed the exact shape of the building's glass frontage, rather than requiring a flat panel that would have interrupted the storefront's architecture.
Because the nano film is transparent, the glass keeps its function as a window into the store even while carrying full video content, giving Under Armour a shopfront that reads as both an architectural glass facade and a large-format LED video wall, without compromising either.
At 7.5m x 2.5m and shaped to curved glass, it's one of the more technically demanding transparent LED installations in Elport's retail portfolio, and a strong example of how transparent LED technology can be adapted to a building's existing architecture rather than forcing the architecture to adapt to the screen.
ADDITIONAL VIDEOS
PROJECT GALLERY
