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Alpha Romeo lights up the windows in Istanbul

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Visual impact is critical to success for modern car brands, and Alfa Romeo Istanbul is using Vikuiti Rear Projection Film to deliver powerful messages at street level directly to visitors and passers-by, using full- color, full-motion video.

The showroom is using the window display to present messages, including promotional offers, new product announcements, and dealer and manufacturer news. The content is developed and produced by Alfa Romeo, working with professional creative partners.

To fulfill its goals, Alfa Romeo asked 3M to develop a custom display using sliding glass panels to create a large-format video screen for night-time use. As the sliding glass panel is used when moving cars in and out of the showroom, the dealership also wanted the display to enable the cars to be seen clearly through the shop window during the day.

"the final result was exactly as we intended; the images on the walls were the finishing touch to the Bar!"

Linda Franse, Designer at Grolsch