In a near future, subway car windows will host advertising videos and bakery display windows will share digital details about ingredients, letting customers buy directly from the showcase. At airports or malls, information kiosks and avatars will answer common questions. Screens will reach such high resolutions that a virtual model could replace existing ones for offices, and an actor might film close to home on a nearby set. Across cities like Rome, Berlin, New York, or even out into space, the potential feels limitless. A spokesman from one participating company sums it up: the possibilities are enormous. Integrated Systems Europe, known as ISE and devoted to the audiovisual industry, took place this week at Fira de Barcelona.
The fair aims to tell its own story through General Manager Mike Blackman, presenting a vast showroom where integrators, distributors, and consultants can engage directly with the full spectrum of market offerings. From sound and visuals to production tools, the event stands apart because attendees can interact with innovations that feel like glimpses of the future, already real in many cases. While current implementations remain restricted to those with access to significant investment or specialized technology, the trajectory is clear: this image will become widespread in cities around the world.
Screen congress also surrendered to artificial intelligence
At the event, Epson, LG, Panasonic, and Samsung showcased the breadth of their visions. Epson highlighted the culmination of projector and visual communication technologies, boasting the world’s smallest, lightest 4K projector. A centerpiece this year is a giant umbrella whose fabric acts as a screen for images from iconic festivals worldwide.
The umbrella screen brought by Epson at ISE 2024 is pictured in this display. Attribution: ELISENDA PON.
Next to Epson, LG presented a four-meter tall pole composed of more than 300 small, movable screens that form reliefs and figures in response to the sound accompanying the imagery. Coca Cola is cited as the origin of the concept, aiming to build a promotional structure that makes its brands leap from the screen.
Beyond the artistic angle, translucent screens—light gray hazes that soften visibility—target commercial applications and museums. These screens now come modular, and a transparent touch showcase can both convey the contents of a dessert and offer a purchase option. A system exists that recognizes the viewer’s gender and age to tailor advertisements in real time.
400 inch screen
Samsung renewed its product line with a focus on transparency. A transparent Micro LED display took center stage, offering a simulation of a football match viewed through a virtual reality-inspired cabinet that presents game details on the glass. Samsung also showcased The Wall, a massive 400+ inch screen where minuscule pixel spacing makes images nearly splash-like. The display amazed visitors, and Samsung expanded its presence with screens designed for offices and digital whiteboards for classrooms. These tools can render product designs with such precision that a physical model may no longer be required.
Meanwhile, Samsung demonstrated an entire control center powered by its displays, illustrating how a capable urban or corporate environment can be supported by such technology.
LengthA German firm with a Barcelona foothold since 2019 presented the same ultra-resolution brilliance on a giant screen suitable for stadiums and varied venues. Aoto, a Chinese company under the same corporate group, shared how such displays blend reality and fiction when used in cinema.
“The result looks incredibly realistic,” commented an assistant watching a composite shot of a motorcycle on its stand beside an LED screen showing a moving road. A spokesman concluded with a nod to Hollywood collaborations, signaling ongoing partnerships in the industry.