Trend Spotted: Using Holograms in Events

In November, as part of a campaign created by Saatchi & Saatchi for T-Mobile parent company Deutsche Telekom, a 3-D holographic version of Mariah Carey, produced by Musion, simultaneously performed a concert in five European cities.

At the 2012 Future Car Strategy Announcement for the Izod IndyCar Series at the Indianapolis Museum of Art in July, BMG Event Productions came up with the strategy to debut the racecar concept, which had yet to be built, by projecting a 3-D version of the new car in front of the audience.

In December, Dom Pérignon previewed their 2003 vintage to select journalists and retailers gathered simultaneously in Paris, London, New York, Tokyo, and Hong Kong. Chef de cave Richard Geoffroy appeared live from France via Realfiction’s Dreamoc XL 3-D holographic display to introduce the Champagne.

Following a six-month tour, Forever 21 presented its fall collection in a 3-D holographic fashion show at the Daryl Roth Theater in New York in October. Conceived by the company’s digital agency, Space150, the seven-minute show consisted of holographic models walking, posing, then disappearing into bursts of light.