Intelligent Glass reveals Rolls Royce Dawn at Harrods

Self-adhesive switchable smart film from Pro Display’s Intelligent Glass division featured in the high-profile reveal of the new Rolls Royce Dawn Drophead Coupé. Creative agency JUSTSO covered the windows of Harrods London, one of the most exclusive advertising spaces in the world, with switchable smart film to create a very special launch experience.

The windows of the world’s most luxurious retail store were fitted with switchable smart film, projected onto with a tension-building countdown every three minutes, then slowly turned from frosted to clear to reveal the Rolls Royce Dawn.

Our switchable smart film was able to meet the project requirements on all counts. In its frosted state it makes an excellent high definition surface and the outstanding switching reliability of the smart film enabled JUSTSO to keep the film fading gradually from frosted to clear, repeatedly throughout the day.

During the Christmas 2015 period, the intriguing countdown was projected onto the window, attracting passers-by and building anticipation of the big reveal. Crowds gathered regularly outside the window as the countdown ended, watching the smart film turn smoothly from frosted to clear, revealing the Rolls Royce Dawn behind the glass. Then the windows gently frosted, darkened and the countdown to another new Dawn began.

Stuart Henry, Managing Director at JUSTSO, says:

“We actively explore the most innovative solutions to push the boundaries of what we deliver to clients. During the product research we put substrate options through rigorous testing before we finally decided on the switchable smart film.”

Gary Dinsmore, Contracts Director of Invicta Window Films (Installer), adds:

“Working around the Rolls Royce Dawn for such a prestigious client is a real privilege and we are very pleased with the end result, the installation looks stunning.”

Ben Hadfield, Sales Executive at Pro Display, comments:

“It often surprises people that our smart film was conceived originally to work as a rear projection screen for retail windows. It’s the perfect solution for a product reveal like this, retrofitted to existing glass. We’re thrilled to see it in action, not only at the Harrods London store, but also for such a renowned and respected brand as Rolls Royce.”

Our Intelligent Glass division offers a range of switchable smart glass and smart film solutions with options including toughened glass, laminated panels, double glazed units and self-adhesive film. Email for more information.