Casio laser and LED projectors used by department store to create Oxford Street shopfront display

Casio laser and LED projectors used by department store to create Oxford Street shopfront display

Selfridges has worked with Casio Projectors and audio-visual (AV) experts Freehand to create a new window display.

The display, featuring simulated clouds, rippling water and stone texture effects projected using the Casio XJ-ST155, promoted Selfridges’ Womens Designer Galleries — the store’s new space offering clothing from top designers.

Selfridges’ unnamed windows production manager was very happy with the result. “We were interested to see how Freehand would interpret the brief and were delighted when we saw the final outcome,” they said in a statement. “The use of the Casio projector really brought the display to life and created a depth that we may not have had if we had decided to use flat screens.”

Finding suitable shopfront technology

As the image was to be displayed in a glass-fronted shop window, it was important that the projector would stay cool, even in warm, sunny conditions. The Casio XJ-ST155 uses the manufacturer’s own laser and LED hybrid light source that is designed to create a bright, clear image without generating the heat of a traditional lamp projector.

“We worked hard to get the positioning of the projectors just right,” said Mike Fabian from Freehand, “to give maximum effect and achieve what the designers wanted.”

The Selfridges brief to Freehand was to give the Womens Designer Galleries window display feeling of elegance while bringing the display’s props to life. A projector was chosen because the images were to be shown not just on a flat screen, but on uneven surfaces, such as mannequins and fabrics.