Seloy Live adds interactive pizzazz to movie promotion


Unique touch window tech makes London debut during Ghost in the Shell immersive popup event

Seloy Live made its London and UK debut as part of a Ghost in the Shell high-tech immersive popup event at Lights of Soho, the leading light-art and neon gallery – from 23-25th March. Seloy Live’s SENSE, a state-of-the-art combination of a transparent insulating glass unit and interactive touch surface, was utilised as part of a visually arresting, fully interactive window display.

Paramount Pictures tasked brand transformation specialists Brand-Revolution with transforming the gallery into a completely interactive and immersive experience to celebrate the launch of their latest blockbuster, starring Scarlett Johansson. Brand-Revolution used Kent-based interactive experts Spotted Zebra to source and install the technology and provide the window’s incredible visuals. 

In addition to the interactive window, a 360° holographic Geisha mask and hologram were augmented by exclusive memorabilia from the film, and – during the 23rd March launch night – a performance from London electro DJ trio Sälen

A video of the launch event, showing Seloy Live’s SENSE in action, can be viewed above.

Seloy Live built and supplied the interactive glass to Lights of Soho’s window specification, including integrated (inside the glass) Displax film and a maximum touch area of 105”. A 2.8mm LED video wall was also positioned behind the glass to provide visible imagery during the day.

“We were delighted to be asked to help realize this incredible installation,” says Seloy Live Sales Director Anne Lindgren. “Ordinarily a high-lumen projector would be used to project the images onto SENSE glass for nighttime and low-lit daytime usage, but in this instance the client wanted the window to function in bright daytime conditions also so an LED video wall was added to the array of technology. The overall result was an incredible immersive experience for the duration of the popup installation.”

Spotted Zebra owner Neil Rowbottom adds: “This was a tricky setup as we also needed to make it function during the day. Even a 20,000 lumen laser projector proved ineffective during bright daylight conditions so we swapped projector for LED. The window then functioned as it should and it could be seen in daylight. Seloy Live did a great job to get the window there in the very tight timeframe after Displax pulled out all the stops to get the film made in double-quick time.”

Seloy Live’s interactive portfolio embeds touch technology securely inside tempered glass, enabling it to also function as a regular window when switched off. Available in any size up to 2800 x 5900mm for indoor and outdoor use, with ‘true zero’ bezels (in other words, there are none!), SENSE boasts a touch response rate of 5-20ms.


With interactivity secure within the glass – and customisable to work across some or all of the total available area – SENSE is protected from vandalism and weather, and can be washed just like a regular window. Thermal insulation, sound reduction, fire protection and theft resistance functionality are all supported by Seloy Live, and can all be built in to the design phase is required.

Seloy Live will be exhibiting at RDSE 2017 from May 8-9th, on stand B10.


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