Knightsbridge department store Harrods has decided to extend its screen system in-store, following a trial promotion in its shop windows.
The screens, provided by WOW Factor, are made of laser-treated plastic that picks up back-lighting from a projector. The screens are as clear as plasma screens, but are not affected by ambient light.
The screens can be fixed to window panes or standalone glass plinths. At the moment, they are being used in Harrods' windows to promote the new Peter Pan film, of which Harrods proprietor Mohamed Al Fayed is an executive producer.
Al Fayed's son Dodi bought the film rights to J M Barrie's story, and the retailer took the project on as a memorial to his dead son.
A Harrods spokesman confirmed that the store would continue to use a glass screen and projector for 12 months to investigate how it could be used for in-store promotions.
However, the screen has one drawback - light from the projector has to strike it at exactly 30 degrees for the image to be visible, which may restrict where the screen can be positioned in-store.
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