Smart Film at the World Trade Center: How Smart Glass Country Powered Volvo's Iconic NYC Luxury SUV Debut

When Volvo Cars chose New York City's most iconic venue to debut the all-electric EX60 and showcase the EX90 luxury SUV — they needed a smart film installation that could match the grandeur of the moment. 

Setting the Scene: The Oculus at the World Trade Center

Few venues in the world carry the architectural and cultural weight of the Oculus at the World Trade Center in lower Manhattan. Designed by Santiago Calatrava, the soaring white-ribbed structure is one of New York City's most photographed landmarks — a space that commands attention before a single product is revealed.

Volvo Cars understood that a venue of this stature required an experiential installation that could rise to meet it. The brand selected the Oculus as the setting for one of their most anticipated U.S. product showcases: the public debut of the all-electric Volvo EX60, alongside a featured display of the Volvo EX90 full-size luxury SUV.

The Installation: Precision at Scale

Smart Glass Country was selected to supply and install the smart film that would serve as the centerpiece of Volvo's display. The scope of the project was significant by any standard — over 600 square feet of smart film installed across glass surfaces, with the full installation completed by Smart Glass Country's certified team in just half a day, inside one of Manhattan's most high-traffic, high-visibility public spaces.

The speed and precision of the installation is a direct reflection of Smart Glass Country's expertise. Installing 600+ square feet of smart film in a public landmark — with zero margin for error and a hard event deadline — requires not just skilled hands, but deep product knowledge, careful pre-planning, and a team that has performed at this level before.

The Design Partnership: Art Guild

The experiential display design for the Volvo showcase was created by Art Guild, a leading experiential design and fabrication firm based in New Jersey. Art Guild brought the creative vision; Smart Glass Country brought the technical execution.

The two teams worked in close collaboration throughout the project, ensuring that every panel of smart film was positioned, installed, and calibrated to serve the design intent. When the film switched from opaque to transparent at the moment of reveal, it had to be perfect — and it was.

This kind of collaboration between a design firm and smart film installer is what separates a good installation from a great one. Smart Glass Country's ability to work hand-in-hand with creative partners — communicating clearly, adapting on-site, and delivering flawlessly — is a core part of what we bring to every project.

What Is Smart Film — And Why Did Volvo Choose It?

Smart film — also known as switchable film, privacy film, or PDLC film — is an adhesive polymer laminate applied directly to existing glass surfaces. When an electrical current is applied, the film's liquid crystal molecules align, causing the glass to switch instantly from opaque to fully transparent.

For Volvo's NYC debut, Smart Glass Country’s ghtsmart film offered several critical advantages over other display technologies. It created a dramatic reveal — an opaque shroud that could be switched off in an instant to unveil the vehicle. It delivered a clean aesthetic with no visible mechanical systems, curtains, or staging hardware. It applied directly to the venue's existing glass with no need for reconstruction. And at 600+ square feet, it scaled seamlessly with no visible seams or interruptions.

Smart film is trusted across a wide range of commercial applications — corporate offices, conference rooms, retail environments, hospitality spaces, automotive showrooms, healthcare facilities, and high-profile events exactly like this one.

Why Smart Glass Country

Smart Glass Country is one of the leading suppliers and installers of smart glass and smart film in the United States. Our certified installation teams have completed projects across residential, commercial, hospitality, retail, and event sectors — from corporate headquarters to product launches at some of the most iconic venues in the country.

Certified installers. Nationwide coverage. Full-service supply and install with one point of contact from start to finish. A proven track record with global brands. And the experience to collaborate closely with architects, designers, and experiential firms to deliver results that perform when it matters most.

Project Details

• Client: Volvo Cars
• Vehicle: Volvo EX60 (World Debut) · Volvo EX90 Luxury SUV
• Venue: The Oculus, World Trade Center, Manhattan, NYC
• Product: Smart Film (Switchable / PDLC Smart Film)
• Installation Size: 600+ Square Feet
• Installation Time: Half Day
• Design Partner: Art Guild, New Jersey
• Installer: Smart Glass Country (Certified Installation Team)

Ready to Bring Smart Film to Your Next Project?

Whether you're planning a product launch, retail activation, corporate office upgrade, or high-profile event installation, Smart Glass Country has the product, the expertise, and the certified team to bring your vision to life.

Contact Smart Glass Country today.

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