Inside View – G-SMATT Europe

Launched in 2017, G-SMATT Europe is a division of the G-SMATT brand, initially started and developed in Seoul, South Korea. The company, famed for its magical media glass, transforms building façades, shop windows, and festivals into unique, immersive experiences by allowing motion media to be shared and displayed by the glass, and even, in some cases, controlled by audiences. The transformational nature of the technology has already changed and influenced the digital cityscapes of Asia, and the company is now looking to process and present its ideas across Europe, too.

Located in Oxford, UK, G-SMATT Europe has already implemented its products into a number of installations across Europe. In a short space of time, diverse markets including retail and events, have noticed the impact and effect of G-SMATT’s technology. “Europe is a bit more traditional than Korea,” said Nigel Sims, Chief Operations Officer at G-SMATT Europe. “But, we are starting to see major brands now having to find that sweet spot between their online and offline activity, and anything that brings that kind of online experience through audiovisual technology in the store is, obviously, very on trend at the moment.”

“It just looked like a really impressive product when I first came across it,” explained Leo McDowall, Director of Sales at G-SMATT Europe. “I could quickly see that it wasn’t like anything else around. For someone who comes from a technology start-up background, it’s quite rare and exciting for me to see something particularly unique. The term ‘game changer’ gets thrown about a lot these days, but, for me, this technology is definitely one that could set a new benchmark within the industry. I think Europe is absolutely ready to embrace these big digital cityscapes, and it’s a good enough reason for us to be at the forefront.”

G-SMATT’s architectural grade glass is a laminated product composed of 4mm base glass, coated in fluorine tin oxide, which is both conductive and transparent. The surface of the glass is laser etched to make circuitry, and LEDs are then mounted along with the cover glass, which is usually heat soaked or tempered 6mm glass, to allow the finished unit to be rated as a safety glass. A patented resin-type material is precisely poured between the glass layers and hardened using a UV light to form a laminated glass unit. When this process is finished, it is connected to drivers, which are hidden in an aluminium frame. The whole unit can then be connected to DVI controllers and an external power source, which enables it to operate as a fully-transparent glass LED screen.

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