A display system for a product storage device includes a transparent unit having 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. A lighting element is attached to the transparent unit and configured to provide lighting for both the transparent LCD panel and for products within the product storage device. The lighting element emits light in a direction away from the transparent LCD panel and toward the products within the product storage device. A light guide selectively reflects the light emitted from the lighting element back toward the transparent LCD panel and through the transparent LCD panel to provide backlighting for the transparent LCD panel.