3D production and technology specialist Inition is rolling out Europe’s largest bespoke in-store glasses free 3D campaign this month to promote the launch of LG’s Optimus 3D – the World’s First Tri-Dual Architecture Smartphone with full 3D.

The campaign went live in 20 Carphone Warehouse hero stores and 4 Best Buy stores in the UK last week (plus a 2D version is showing at an additional 330 stores). Update 19/07/2011: These Carphone Warehouse/Best Buy Europe stores have been equipped with autostereoscopic screens from Alioscopy, which were supplied by Digital2Go. They will be used to support each major product release throughout the year.

A further two hundred Alioscopy 24” glasses-free display screens, supplied by Inition, will be installed in mobile phone retail outlets in selected European countries this month. The network is currently being rolled out in Poland – Germany is next, followed by Spain, France, Portugal, Switzerland, Austria, and Benelux.

The in-store screens showcase the 3D functionality of the LG Optimus 3D, which lets you record 3D videos and take 3D photos, before watching them back on the phone without the need for 3D glasses. The video shows the LG Optimus 3D used to record stunts performed by freerunners; the stunts are then shared online on a dedicated 3D channel directly from the phone and via an HDMI connection to one of LG’s 3D TV’s.

Craig MacLennan, Channel Marketing Manager at LG Electronics Europe commented: “This innovative campaign is the perfect way to demonstrate the glasses free experience of the LG Optimus 3D. It reaches consumers at the critical point of purchase and provides engaging, informative, stunning 3D content.”

The live action autostereoscopic footage was shot from 8 separate camera perspectives with 6 extra virtual perspectives created during post production. 3D CGI graphic elements were composited with the live action sequences.

Stuart Cupit, Managing Director of Inition said: “This cutting edge in-store campaign showcases the Smartphone’s 3D feature set using the breathtaking visual experience of modern glasses-free screen technology. We were delighted to work on the project which drew on Inition’s full range of 3D expertise from technical consultancy and hardware supply, to live action stereoscopic production, CGI and post.”