Samsung debuted a transparent display screen at CES this year that could hold the future of retail display.

Encased in a glass box is a product, say shoes or a camera, but the front piece of glass is actually a transparent display screen that, we assume, can show any video media. Whether for retailers, advertisers, or even municipal governments the ability to have multiple layers of virtual and real information is groundbreaking. See it in action in the video below.

The combination of video media and real-life image is tremendously powerful and combines the storytelling potential of video with the tangibility of display windows. If creating compelling holiday retail windows is an art, then Samsung’s technology could be the start of a new movement. It might be the next best thing before we get fully-fledged 3D holograms.

Samsung