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3M United Kingdom announced that its Vikuiti Rear Projection Film and 3M Digital Signage Software are fronting the Harrods Rocks promotion at the prestigious London department store.

Corporate identity and promotion specialist Supersine Duramark (SSDM), a 3M Digital Signage reseller, has implemented a video display screen in the shape of a giant rock guitar for Harrods’ central window display, using 3M Vikuiti Rear Projection window film. Rock videos projected onto the film using 3M Digital Signage software and a 3M projector have already attracted crowds on London’s Brompton Road in the first few days of Harrods Rocks, creating a compelling introduction to the promotion.

"Harrods Rocks is all about the inspirational power of rock in fashion and culture," said Sarah Southgate of Harrods. " For February, we are a festival venue, with live bands, presentations and music master classes, as well as displays of famous guitars and rock-based presentations by our partner brands. We needed a really stunning visual introduction to this promotion, and I am delighted by the truly amazing effects achieved using Vikuiti Rear Projection film and 3M Digital Signage software.

In the Harrods Rocks display, the Vikuiti Rear Projection film is applied directly to the public-facing window. The Harrods Rocks guitar is 70-inches in size, and is the most detailed and delicate Vikuiti Rear Projection film implementation that SSDM has so far undertaken. In addition to cutting the film into the guitar shape, the team at SSDM has customised the content to match the shape of the screen exactly, to achieve the best possible visual effect.

The 3M Digital Signage software controls the projector mounted in the ceiling of Harrods storefront, automatically switching it off at night and co-ordinating the playback and timing of the content.

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