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Help choosing film for retail store

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I have a costumer that wants to tint his store's frint display windows. He's worried about the sun damaging his leather products in the display but needs to have people to be able to still inside. Any film recommendations? Will 35% be too dark? They're not dual pane windows. 

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In my experience 35 has been a little too dark for some retail locations. 45 or 50 might be the better option. Also make sure to tell him you're going to help reduce damage not completely stop. 

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I never go darker than 60% where its important for customers to see into the shop. 50% absolute max but even then the reflection spoils the view into the window.
Usually use a 60% spectrally selective film which gives roughly a 60% reduction in the causes of fading.

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