To launch their new 3-series at the flagship showrooms on Kurfürstendamm, Berlin’s most exclusive shopping area, BMW used the new PhantomFrame system from G-LEC to create an attention grabbing window design that showcased the cars.

With large, open windows, BMW wanted the display to be bright enough to create drama at night, while not blocking the showroom from the view of window shoppers. G-LEC’s PhantomFrame system provided the solution, with its transparency and high intensity LED pixels. Lightweight and easy to assemble, each 1m x 1m unit of PhantomFrame supports 16 clear polycarbonate tubes, each housing 16 high intensity LED pixels spaced 60mm apart. The space between the tubes is just air, ensuring the window shoppers in Kurfürstendamm could not only see the PhantomFrames but also, more importantly, the full range of the new BMW 3-series in the showroom behind.

"The G-LEC display was on 24 hours a day for five weeks, but because our system offers total transparency, the vehicles were also always on display," says Lars Wolf, managing director of G-LEC.