An improved display case door assembly for a product storage device. The display case door assembly includes a transparent unit comprising a front panel, a rear panel, and a transparent LCD panel positioned between the front panel and the rear panel. The transparent LCD panel is configured to present visual media content. The display case door assembly further includes a lighting element configured to provide lighting for the transparent LCD panel and for products within the product storage device and a light guide configured to selectively direct light emitted from the lighting element toward the transparent LCD panel and the products within the product storage device.