Gabriel Group wanted to activate its automobile showroom facade with projected content featuring sports cars in motion. Beyond creating nighttime visibility, the display also served as a virtual showroom, allowing the dealer to present vehicle models that were not physically available inside the space. The storefront therefore needed to support both product presentation and street-facing brand presence.

The key challenge was balancing daytime transparency with nighttime projection quality. The client wanted the showroom windows to remain visually open during the day so visitors could see inside, while at night the same facade needed to show projected vehicle content clearly. A semi-transparent rear projection surface allowed daytime visibility, but its low gain was not strong enough to deliver bright, readable projection after dark.

We developed the concept, storyboard, and 3D animation content around a virtual car showroom, then planned the projection layout across the storefront windows. To improve nighttime image performance, we used a custom solid white rear projection screen designed as a curtain system. This allowed the projection surface to be deployed when needed for stronger brightness and image clarity, while preserving the showroom’s daytime openness.

The completed installation transformed the automobile showroom into a nighttime virtual display. Animated driving sequences allowed Gabriel Group to showcase featured vehicle models even when those cars were not physically present in the showroom. The system extended the storefront’s promotional value while maintaining its practical daytime function.