Provided is a showcase which has an eye tracking technique applied to a transparent display so as to enable an image reproduced on the transparent display to be expressed in 3D. A product displaying system, according to one embodiment of the present invention, comprises: a case for displaying a product; a camera for capturing an observer looking at the product; a transparent display for displaying a 3D image; and a rendering device for generating the 3D image which corresponds to a viewpoint matching with the gaze of the observer, and displaying same on the transparent display. Accordingly, by applying an eye tracking technique to the transparent display of the showcase, the image reproduced on the transparent display may be expressed in 3D.
AR SHOWCASE USING TRANSPARENT OLED DISPLAY