How to expand your advertising space with rear projection on SONTE film
Every business owner wants their brand to be visible. Every architect wants the building to maintain its character, coherence, and respect for its surroundings. And all of us are tired of intrusive ads that clutter the spaces we live in. Is it possible to meet all these needs at once? Yes, and more and more companies are finding a way. Here’s how!
Advertising doesn’t have to shout. Why is the landscape act a step in the right direction?
If you run a business in the city, you probably already know: the days of huge banners and posters on shop windows are coming to an end. In many areas, they’re simply no longer allowed, that’s how the landscape act works. For most businesses, it’s a limitation, but for some, it’s a spark for creativity.
You don’t have to compete with other ads for people’s attention. You can speak to passersby differently, quieter, but more effectively. By using the space you already have. SONTE technology gives you that control. You decide when content appears on your storefront, and when it disappears. No interference with the facade, and no need for permanent exposure. The space can remain empty and transparent, or turn into a subtle communication tool. One that activates exactly when you need it. It’s a solution that blends into the architecture, doesn’t disrupt the urban landscape, and doesn’t break the rules. And yet, it draws attention, precisely because it does things differently from everything around it.
How rear projection on SONTE film works
The entire technology is based on a simple but effective combination: a projector casts an image from inside the building onto the glass surface covered with liquid crystal film. When the film switches to its opaque mode, it turns milky white, perfect for displaying content. This creates a screen that requires no additional construction.
It doesn’t disrupt the building’s aesthetics. At the same time, it draws attention when something is happening, showing information, animations, graphics, photos, or videos. The content can be updated in real time. When you don’t want to display anything, the film simply returns to its original state, it can be transparent or frosted, depending on your needs. This form of messaging is quiet, yet expressive. It stands out by blending in with style.
An example of rear projection in an urban space
Kino Kijów is one of the most recognizable cultural landmarks in Kraków. For years, the building’s glass facade was just a wall of glass, today, it’s become an active part of how the cinema communicates with its audience. All thanks to SONTE film and the use of rear projection.
The cinema can now display its schedule, event previews, visual exhibitions, and other content directly on the storefront. These visuals are clearly visible from the street, catch the eyes of passersby, and yet don’t interfere with the building’s appearance during the day. It’s a solution that doesn’t spoil the architecture, it uses it in a new way. The glazing now serves an additional purpose: communication, marketing, and visual expression. Kino Kijów has gained not just a new channel for content, but a new way of connecting with its audience.
A smart advertising compromise, for businesses and architects
SONTE film is a solution that adapts to the space instead of overpowering it. When inactive, it blends into the background, doesn’t draw attention, doesn’t disrupt the lines of the building, and doesn’t require any changes to the original design. That gives the architect confidence that the overall concept remains consistent with their vision and the surrounding context.
For the business owner, it’s a tool that enables calm, unobtrusive communication with the outside world. You can display graphics, event announcements, or promotions, without hanging anything on the facade. And when the promotion ends, or a holiday or special event calls for a more subtle approach, the transparent projection film simply returns to its neutral, clear, or milky-white state.
Just as importantly, this type of marketing allows you to communicate with nuance. It puts your brand in a good light, both literally and figuratively. It shows that advertising doesn’t have to be pushy, that it can step aside when something socially important is happening, when silence feels more appropriate than messaging. And when it’s time to respond, SONTE film lets you instantly adjust your content to fit the context. It’s also a powerful tool for real-time marketing.
What about regulations? Urban space matters, but so does business
Many Polish cities have introduced regulations that govern the appearance of public spaces, known as landscape acts. Their goal is to reduce visual clutter and protect the aesthetic of city streets, buildings, and public squares. For businesses, this often means restrictions on placing traditional advertising on building facades.
Solutions like SONTE film align with this new visual order. They allow you to communicate with your audience in a subtle way from inside the building, without altering the look of the exterior. They don’t disrupt the rhythm of the architecture or the harmony of the surroundings, while still giving you the ability to display current content in a way that complies with local rules.
Time to unlock the potential of your facade
Rear projection on SONTE film is a solution that lets you rethink visual communication. It’s made for brands that want to be present, not pushy. Brands that understand sometimes it’s more important to be in the right place with the right message than simply to be seen.
If you’d like to see how this kind of projection film could work in your space, get in touch. We’ll help you choose the right setup for your needs and provide a detailed quote.