LED display industry along the way, have seen the dawn, heard the applause, in the good times to absorb nutrients and grow rapidly; Also blown through the wind, drenched in torrential rain, in adversity to bear the baptism of tenacious changes, no matter what the external environment, LED display industry can always find the way forward in their own place of survival. In the past two years, affected by the black swan of the epidemic and environmental factors, the overall market situation of the LED display industry is relatively sluggish, but the LED display closely follows the industry hot spots, closely matches the needs of users, closely borrows national policies, and flexibly rides on various new technologies such as naked-eye 3D, VR/AR, XR, Mini LED/Micro LED, etc., bursting with new vitality.
Borrow the strength to move forward, smooth or encounter obstacles
The combination of LED display selection and emerging technologies is the influence of the tide of the times, but also the industry hot spot to promote, and the LED display with emerging technologies on the way forward progress is also very interesting.
- Science fiction 3D big screen promotes cultural tourism
The cultural tourism market has always been a major incremental market in the LED industry, and the cultural tourism market that has shrunk under the recent epidemic interference is also gradually picking up because of the country’s adjustment of epidemic prevention policies, and the recovery of the cultural tourism economy will also bring good news to the LED industry. In fact, LED lighting products and LED display have always been an extremely important part of the cultural tourism project, a mature attraction is inseparable from LED lighting and LED screen background and rendering. Specifically, the application of LED products in the field of cultural tourism mainly includes landscape lighting, light show/performing arts show, glasses-free 3D, immersive experience space, etc.
Among them, glasses-free 3D and immersive experience space are emerging hot application scenarios in recent years. On October 2, 2020, Chengdu Taikoo Li’s “naked-eye 3D spaceship” was launched, and this short tens of seconds of spacecraft storage screen, everyone who has seen it can not forget it for a long time. The cyberpunk flavorful naked-eye 3D giant screen has set off a naked-eye 3D large-screen boom through this application case in 2020. Now two years later, the popularity of the naked-eye 3D screen is still stable, and the first- and second-tier cities in China have created naked-eye 3D screens that combine the characteristics of the city where they are located, forming a new landmark and helping the recovery of the cultural tourism economy.
- XR Virtual Studio for film and television shooting
XR, called “Extended Reality”, has a strong sense of immersive experience, can change the way people access information, experience, and connect with each other, can eliminate the distance between reality, and “reset” people’s relationship in time and space. Based on this feature, XR technology is also changing industries such as film and television, advertising, and events through virtual production.
In the case of the third season of Westworld, shot virtually by XR, the creative team chose to use XR studio virtual production to realize the idea of a beautiful complex visible from the office window of Charlotte Hale (Tessa Thompson). Finally, the creative team created the required environment with a 50-foot-wide and 22-foot-high LED curtain wall, which also has high color reproduction, low-brightness and high-gray technology, ultra-wide viewing angle, high refresh rate, and super brightness adjustment. The XR studio built successfully broke the limitations of the filming of “Westworld”, restored the shots envisioned by the creative team, and ensured the artistic height of the original film.
Virtual production brings more than just the preview and filming of the scene, it also opens the channel for our creative imagination in the digital world. From sound films to color negatives, from digital synthesis to virtual reality, every technological development has brought about disruptive changes in the industry. Nowadays, the world built in XR Studio is bringing a comprehensive leap from creativity to production for the film and television, advertising, event and other industries through virtual production, and LED displays, as indispensable equipment for building XR studios, will also achieve a leap in the application market.
- Immersive spaces enhance the experience
In recent years, in the fields of exhibition, entertainment and other fields, immersive scenes have attracted much attention, and it has brought people an immersive sense of space through the ultra-long extension of vision, so that people can get shocking and exciting and incredible experiences. LED displays can build large screens and achieve high-definition resolution, making them the main display solutions for creating immersive scenes.
The well-known MSG Sphere Experience Center in the first two years is a landmark LED immersive experience space case. Built by Madison Square Gardens in partnership with Las Vegas Sands Group, it is an immersive, technology-and-entertainment experience center. At the same time the world’s largest spherical building composed of LED housings, this is the world’s most advanced concert venue: the light-emitting diodes of the building shell are programmable and can display images on the surface of the building, including advertisements, it has countless new technologies, LED full coverage, full immersion experience. In addition to the shell, this huge LED enclosure building also has a clean inside it, and a huge LED screen will also be installed inside the curved walls of the concert hall, allowing for “immersive” performances and augmented reality.
Achieving this immersive display experience requires not only advances in screen display technology, but also the content industry to provide sufficient production, computing and storage capabilities. The large-screen project is enough to drive the development and progress of this industrial chain, and it also needs the development and progress of the entire industrial chain. In this regard, the LED display industry can fully embrace VR/AR, computer multimedia technology, while cooperating with the visual content industry to establish a new “display concept highland”.
The opportunities are full of opportunities, and the future is more promising
Although the LED display industry has a sensitive sense of smell and always combines new technologies in time to bring updated display perception, the factors that promote the continuous exploration and new exploration of the LED display industry include the display demand for more and more niche and specialization, the improvement of advertisers’ requirements for creative display, the obvious trend of intelligent display, and policy encouragement.
Recently, we have more and more emphasis on subculture, and niche culture, these circle cultures have also brought some markets to the application of LED displays, such as people who like cyberpunk and sci-fi suspense culture, and the demand for outdoor naked-eye 3D large screens and immersive spaces will be relatively large. Compared with the traditional print advertising and advertising machine single advertising form, it is difficult to attract the attention of the crowd, advertisers are more inclined to put creative, content advertising, then LED transparent screen, special-shaped screen and other products are more in line with the needs of advertising.
At present, we have always emphasized “intelligence”, whether it is home appliances or educational equipment, conference report equipment, etc., have gradually entered the intelligent, as an intelligent display terminal, LED display in the intelligent system construction is also favored. It can be applied to the intelligent system of security monitoring, can also be used in the intelligent teaching equipment of the smart campus, and can also be applied in the regular conference hall.
Although the LED display industry is at a low point in the past two years, looking forward to its future, due to the rise in terminal demand, the increase in the demand for creative display, the construction of intelligent living environment, and the emergence of various new technologies, the future of the LED display industry is also full of opportunities, and the entire industry can be expected in the future.
The emergence of new technologies such as glasses-free 3D, VR/AR, XR, Mini LED/Micro LED has given the LED display industry many opportunities for development, and the LED display industry has also seen the opportunity, bravely riding on new technologies, further deepening the subdivision of application areas, expanding the application market, and feeding back the growth momentum of the industry. In the context of the leadership of technology and the LED display industry itself is not satisfied with the status quo, the entire industry will have a broader market in the future, will produce better application cases, and present users with a more experiential visual feast. Following the wind of technology iteration, the LED display industry is preparing to take off.