In a very concrete future, the windows of subway cars will have integrated advertising videos, the windows of a bakery will provide digital information about the ingredients of the product they display, allowing the customer to purchase the product from there. At the airport or mall there will be information points, avatars that can understand and answer basic questions; Screens will have such high resolution that a virtual model will be able to replace existing models depending on which offices are located, and an actor will only need to travel to a set near his home to film. Rome, Berlin, new York or in the middle of space. Whatever it takes. “The potential is huge,” summarizes a spokesman for one of the participating companies. Integrated Systems Europe (ISE), the event dedicated to the audiovisual industry, held this week in Fira de Barcelona.
The fair wishes to be told by itself General manager, Mike Blackman– a giant ‘showroom’ of sorts where integrators, distributors and consultants can come into direct contact with everything the market currently offers. Whether in sound, image or production tools. Thus, unlike other style fairs, at this fair you can interact with futuristic innovations that are already real. And although they are currently accessible to only a few people in most cases (due to investment or required technology), it seems clear that this image will eventually become widespread in cities.
Serve by example Salon Golden RoadThe intersection where the most well-known and most structured companies took part in the event: Epson’s, LG, Panasonic or Samsung. The first of these is dedicated to the entire culmination of the projector and visual communication technology series. The world’s smallest and lightest 4K projector, they say. This year’s centerpiece is a giant umbrella, whose fabric is a screen onto which images of iconic festivals from around the world are projected.
South Korean next to him LG He chose a pole approximately four meters high, consisting of over 300 small mobile screens that create reliefs and figures according to the sound of the images they show. Origin of the invention according to the company itself Coca-Cola’s desire to establish a promotional structure that would allow the soft drink to come off the screen.
However, beyond the artistic proposal, the company translucent screen – a light gray haze hides what is seen on the other side – designed for the commercial world or museums, for example, and they have already managed to make it modular. Also a touch showcase (in this case completely transparent) that can both communicate the contents of the cake and give the customer the option to purchase the cake. Or a System that recognizes the gender and age of everyone looking at the screen To personalize the advertisements that appear on it.
400 inch screen
SAMSUNGIt is renewing its new product range, which brings together the most curious people, enjoys the ‘stand’, and at the same time attaches importance to transparency. transparent Micro LED display at the central attraction of the fair. The example he uses is a simulation of a football match seen through a form of virtual reality. cabinet where technical information about the game is displayed on the glass. The South Korean company also brought out the heavyweights with The Wall. 400+ inch screen The distance between pixels is so small and the LED diodes are so narrow that they almost look like they are about to splash when showing images of water.
But beyond the appeal, the company expanded its participation in the fair by, among other things, screens for office until digital whiteboards for school– how this type of display can detail the design of a product (e.g. a car) to such a high level that a model of it is no longer needed to make it a reality.
For your part, LengthA German company with a subsidiary in Barcelona since 2019, it offers the same ultra-resolution and realism on a giant screen that can dress up stadiums and almost anything else you want. AotoThe Chinese company, also belonging to the group of companies, which opened an office in Barcelona in the heat of the ISE, shows how such a screen can mix reality and fiction when used in the world of cinema.
“The truth is, it looks very realistic,” an assistant says as he watches the composite shot of a motorcycle standing in the middle of its ‘stand’ in front of an LED screen showing images of a moving road. “Man, we work together Hollywood…”, one of their spokesmen admits before saying goodbye.