Holograms have fascinated us for decades. From sci-fi movies to high-tech exhibitions, they promise a future where light conjures reality. But while holographic technology has existed for years, recent advances in quality, accessibility, and creative versatility are transforming how we use them in experiential marketing, museums, and retail.
Yet, for all their visual impact, holograms aren’t always the right choice.
Understanding how holographic displays work—and when they make sense for an experiential project—can be the difference between an unforgettable moment and a gimmicky misfire. Let’s explore what sets holograms apart, how they’re being used in modern experiences, and the strategic considerations that determine their success.
Technically speaking, holographic displays use optical systems to reconstruct three-dimensional images. True holography records interference patterns created when coherent light (usually from lasers) interacts with an object. These patterns encode the full light field—both amplitude and phase—allowing for the recreation of a 3D image that appears to float in space.
In simpler terms, holographic displays use advanced light manipulation to create images that look fully three-dimensional—without the need for special glasses.
However, many so-called holograms aren’t true holograms. Techniques like Pepper’s Ghost, projection mapping, and LED volumetric displays create striking 3D illusions but do not reconstruct a full light field. While the distinction is technical, it’s important for understanding when and how to use these effects.
Holograms bring history to life, allowing visitors to engage with historical figures or artifacts in ways that static displays never could. The Illinois Holocaust Museum’s "Survivor Stories Experience," for example, uses interactive holograms of Holocaust survivors, enabling guests to ask questions and receive pre-recorded, AI-assisted responses.
Experiential marketing thrives on spectacle, and holographic displays are a powerful way to grab attention. In 2024, Hugo Boss projected 20-meter-tall holograms of supermodel Gisele Bündchen and actor Lee Min-ho near London’s Tower Bridge, creating a viral moment that blurred the line between advertising and entertainment.
In retail, holographic product displays offer a futuristic way to engage shoppers. H&M’s Brooklyn store window featured a Proto hologram display of a life-sized model demonstrating athletic wear, seamlessly merging digital visuals with the physical shopping experience.
From the groundbreaking Tupac “hologram” at Coachella in 2012 to digital avatars of ABBA, Michael Jackson, Al Gore, and Richard Branson, holographic effects have captivated audiences at live events around the world. While many of these use Pepper’s Ghost (more on this below) rather than true holography, they demonstrate the power of illusion in entertainment.
Holography has long been embraced by artists as a medium that challenges the limits of perception and space. Fine art holograms, often created using laser-recorded interference patterns, offer viewers a unique depth and realism that traditional two-dimensional art can't achieve. Museums and galleries worldwide display holographic portraits, sculptures, and abstract light-based compositions that shift with the viewer’s perspective. Large public installations also use holographic effects to create surreal, interactive experiences, merging technology with artistic expression.
Holograms are impressive, but they aren’t always feasible. Applications must consider key factors such as viewing angles, lighting conditions, interactivity, and budget:
Controlled Viewing Position
Many holographic techniques require a specific viewing angle for maximum effect.
360-Degree Visibility
If the display needs to be seen from all angles, volumetric or light-field displays may be a better option.
Lighting Conditions
Most holograms perform best in controlled lighting environments. Bright outdoor settings can diminish the effect unless specialized technology (like LED-based volumetric displays) is used.
Interactivity
Adding AI, motion tracking, or voice recognition can make a holographic experience more dynamic and engaging, but add cost and complexity.
Cost vs. Impact
High-quality holographic displays can be expensive, but their ability to create shareable, buzzworthy moments makes them a valuable investment when done right.
The Tupac performance at Coachella wasn’t a true hologram—it was a masterclass in illusion. Using a 19th-century technique called Pepper’s Ghost, a two-dimensional video was projected in a way that made it appear as if Tupac himself had stepped onto the stage. And yet, despite the technical misnomer, no one cared. The execution was flawless, the audience was mesmerized, and the moment became legendary.
This is the paradox of holography in experiential design. Many of the 'holograms' seen in concerts, retail displays, and exhibitions are, in fact, variations of other techniques—projection mapping, volumetric LED displays, or augmented reality (AR).
Projection mapping transforms flat surfaces into dynamic, immersive canvases. Volumetric LED fans create floating, 3D-like visuals by spinning illuminated strips at high speed. Augmented reality overlays digital content onto real-world environments through screens or smart glasses. None of these technologies meet the strict definition of a hologram, but they all serve the same purpose: to create something so striking, so immersive, that people don’t stop to question how it was done.
In the end, that’s what matters. The magic isn’t in the technology, it’s in the execution.
A hologram itself should never be the centerpiece of an experience—it should be in service of the story.
Too often, brands and institutions get caught up in the allure of new technology without considering its purpose. The most successful holographic experiences aren’t about the tech; they’re about the emotions they evoke. Whether it’s a historical figure speaking directly to museum visitors or a retail activation that makes passersby stop and engage, the technology should disappear, leaving only the impact of a magical moment.
Working with a partner who understands how to guide the entire process—from goal setting to budgeting, design to content development, A/V integration to final installation—ensures you’re investing in a purpose-driven experience every step of the way, not just a piece of technology.
Emerging innovations in holography promise even more exciting possibilities. Here at Bridgewater Studio, we're experimenting with real-time interactive holographic displays that leverage AI and motion tracking to create more dynamic, responsive guest experiences for museums and brand activations.
Our technology team is also developing alternative methods, such as spinning LED displays and other innovative techniques, to achieve the most efficient and visually striking holographic effects for a wide range of budgets and applications. As costs decrease and technology advances, you'll begin encountering holograms in experiential environments everywhere—from retail stores to corporate events, and even classrooms.
At Bridgewater, we specialize in crafting immersive, tech-driven experiences infused with authentic storytelling. Our fully integrated approach—from strategy and design to production and installation—ensures that every element and every decision serves a purpose.
If you’re considering a holographic display for your next experience, take the right first step and schedule a free strategy session with us today. Let's evaluate your needs with a no-pressure conversation that sets your entire project up for success from the start.