In the world of high-stakes architectural design, where materials are chosen for their beauty, integrity, and performance, the integration of digital technology presents a unique challenge. For years, the display screen has been an intruder—a black box that compromises sightlines and detracts from form. The advent of transparent OLED technology promised a solution, and at the forefront of this revolution is the Planar LookThru Transparent OLED display.

Positioned as a benchmark product, the LookThru has become a go-to specification for architects and designers creating signature projects in the demanding markets of the US, UAE, and EU. But does it truly hold the "gold standard" title from an architect's critical perspective? This review will examine the Planar LookThru not just as a piece of technology, but as an architectural material, evaluating its design, performance, and practical integration into visionary spaces.

First Impressions: Design, Materials, and Build Quality

From the moment you encounter it, the Planar LookThru (model LO552) asserts itself as a premium product. Unlike consumer televisions, its construction is robust and purposeful. The slim profile and virtually frameless glass design feel sleek and minimalist, designed to integrate without imposing.

The most significant physical feature is its use of Planar ERO-OLED™ technology. This isn't just a marketing acronym; it stands for Extended Ruggedness and Optics, and it involves a proprietary process of optically bonding Corning® Gorilla® Glass to the front surface of the OLED panel. For an architect specifying a display for a high-traffic public space—a corporate lobby, a luxury retail store, a museum—this is a critical differentiator. It provides a level of durability, scratch resistance, and vandal-proofing that is simply absent in more fragile display solutions. The fit and finish are what one would expect from a top-tier manufacturer: precise, solid, and built for commercial longevity.

Visual Performance: Beyond the Spec Sheet

On paper, the LookThru boasts impressive specifications: a 55-inch Full HD OLED panel with a 38% transmissivity (a measure of its transparency). But how does it perform in the real world?

The magic of OLED is its self-emissive nature; each pixel creates its own light. This means black pixels are truly off, creating perfect black levels and an infinite contrast ratio. When displaying content with a dark background, the effect is stunning—graphics and video appear to float in mid-air with exceptional vibrancy. The wide 178-degree viewing angles are also a major plus, ensuring a consistent image from almost any perspective.

However, architects must understand the interplay between the display and ambient light. The display's transparency is most effective when the area behind it is well-lit. In a brightly lit atrium with a view to the outdoors, the see-through effect is maximized. Conversely, in a dimly lit room, the display will naturally appear more opaque. This is not a flaw, but a fundamental characteristic of the technology that must be considered in the lighting design of the space. While its peak brightness of 400 nits is excellent for an OLED of this type, it is not designed to compete with the sheer power of a high-brightness, non-transparent LED wall in direct sunlight.

Integration & Installation: The Architect's Reality

This is the core of the review and where Planar's focus on the professional market truly shines. The LookThru is engineered for deep and clean integration into architectural plans.

• Mounting Options: The display is incredibly versatile. It can be table-mounted, ceiling-mounted (inverted), or, most importantly, tiled to create large, stunning video walls. This flexibility allows it to be used as a room divider, a storefront window, or an immersive feature wall.

• The Electronics Box: A key design feature is the separation of the display glass from its electronics box. This box, which houses the inputs (HDMI, DisplayPort) and processing hardware, can be mounted discreetly, allowing for an exceptionally clean, cable-free look for the glass panel itself. For tiled video wall installations, the electronics box is thoughtfully designed with a 90-degree angle, allowing for a flush fit and streamlined cable management between displays—a small but crucial detail that shows an understanding of the installer's needs.

• Tiling and Video Walls: The LookThru's slim 6mm bezel makes it an excellent candidate for creating larger video walls with minimal seams. However, this is also where the complexity increases. Tiling multiple displays to create a single, perfectly synchronized canvas requires expert AV installers and often relies on powerful external video wall processors. This is not a plug-and-play operation and must be planned for accordingly.

The Pros: Where the LookThru Shines

• Unmatched Durability: The Planar ERO-OLED with Corning® Gorilla® Glass makes it one of the most durable transparent displays available, a critical factor for public spaces.
• Exceptional Image Quality: The OLED technology delivers perfect blacks, infinite contrast, and vibrant colors that are visually striking.
• Architect-Centric Design: From the versatile mounting options to the intelligently designed electronics box, the product is clearly engineered for professional and architectural integration.
• Established Pro-AV Reputation: Planar is a trusted name among AV consultants and integrators, which provides a level of assurance regarding support and reliability.

The Cons: Potential Challenges and Considerations

An honest review must acknowledge the practical realities of specifying such a high-end product.

• Premium Price Point: The LookThru is a significant investment. It is positioned at the top of the market, and its cost must be justified by the project's ambition and budget.
• Installation Complexity: While versatile, achieving a flawless, multi-screen video wall requires highly skilled and certified professional installers. This is not a task for a general contractor.
• Content is Critical: The unique nature of a transparent display requires a specific content strategy. Content with black backgrounds maximizes the "floating" effect, which may require client education and a specialized creative approach.

The Verdict for Architects in the US, UAE, and EU

Is the Planar LookThru the "gold standard"? In the world of architecture, such a title is always subjective. However, for high-stakes projects where the budget is secondary to performance, durability, and seamless integration, the Planar LookThru makes an exceptionally strong case.

Its combination of robust, public-space-ready build quality, stunning OLED visual performance, and a design DNA focused squarely on the needs of professional integrators makes it a top-tier choice. For architects in the US, UAE, and EU working on flagship retail, corporate headquarters, or landmark museum projects, specifying the Planar LookThru is a decision that prioritizes long-term reliability and architectural integrity. It is a specialized tool, and when used in the right application by a skilled team, it delivers a result that is truly world-class.

FAQ Section

1. What is Planar ERO-OLED and why does it matter? Planar ERO-OLED (Extended Ruggedness and Optics) is a proprietary technology that involves optically bonding a protective layer of Corning® Gorilla® Glass to the front of the OLED panel. For architects, this is crucial because it dramatically increases the display's durability, making it resistant to scratches and impacts common in public spaces. It also improves the perceived contrast and readability of the display by reducing reflections.

2. How does the LookThru handle interactive touch applications? Planar offers touch-screen versions of many of their displays, including the LookThru series. By integrating a touch overlay, the display can be transformed into an interactive surface, ideal for museum exhibits, retail product exploration, or corporate presentations. This is a specialized feature that must be specified at the time of order.

3. What is the typical lead time for a project involving Planar displays? As a premium, professional-grade product, Planar displays are not typically held in mass inventory like consumer TVs. The lead time can vary significantly based on the size of the order, customization requirements, and current supply chain conditions. For a multi-unit video wall project, architects and project managers should anticipate a lead time of several weeks to a few months and should engage with a Planar dealer or AV consultant early in the project planning phase to get an accurate timeline.