The next time you stroll through Grapevine Mills mall in Grapevine, you might walk straight into an encounter with Paris Hilton. Or Sonic the Hedgehog. Or any number of other 3D holographic characters who’d like a word with you—on behalf of an advertised product, that is.
What’s being called the “world’s first holographic 3D ad network” has been deployed at Grapevine Mills and 29 other malls owned by Simon Property Group nationwide. The network was launched by Hologram Media Network (HMN) in collaboration with Proto Hologram, both California-based.
Shoppers encounter a holographic dinosaur via the Hologram Media Network’s content on a Proto Luma device at L.A.’s Del Amo Mall. [Photo: Steven Hong]
HMN beams 3D creative ads and “exclusive IP content collaborations” to the life-size holographic devices across the U.S., at shopping destinations that also include Los Angeles’ Del Amo Mall, New York’s Roosevelt Field Mall, and Nashville’s Opry Mills.
Each month’s “holographic show” is curated with “captivating storytelling from major studios, creators, artists, and influencers, as well as live interactive hologram events with celebrities,” the company says.
The network’s charter content showcase featured an exclusive experience for Paramount Pictures’ “Sonic the Hedgehog 3,” with startled mall-goers experiencing a lifelike, 3D, interactive encounter with the animated movie character.
In December, comedian Howie Mandel got the lifesize 3D treatment, interacting with shoppers “in real-time” via hologram.
David Nussbaum, founder of Proto, and James Andrew Felts, CEO and co-founder of the Hologram Media Network, pose with Sonic the Hedgehog at L.A.’s Del Amo Mall. [Photo: Steven Hong]
“Today’s consumers live in a world where engaging with 3D experiences is becoming second nature,” HMN CEO James Andrew Felts said in a statement. “Platforms like Meta Quest, Fortnite, and Roblox have normalized interacting with immersive content. HMN elevates this trend by bringing experiential media to real world spaces at scale, bridging the digital and physical spaces in ways that match changing customer expectations.”
‘A leap forward’ in OOH advertising
HMN says its holographic ad network marks “a leap forward” in advertising options in the Out-Of-Home space. The holographic “experiences” are three-dimensional and require no headsets or special equipment, creating what the company calls “captivating communal experiences.”
The displays bring content to life “with a level of depth and realism that hasn’t been seen at scale in high traffic media locations like malls,” HMN says.
Proto Founder David Nussbaum says he’s witnessed the evolution of countless mediums, “but nothing compares to this.”
“Together with HMN, we’re not just delivering ads—we’re creating personal, unforgettable moments at scale,” Nussbaum added in a statement. “This is a new era for interactive media, where the lines between the digital and physical worlds disappear.”
The tech seems to be paying off in engagement time. Early data shows viewers engaging with holograms for an average of 24 seconds—”over 500% higher than video dwell times on leading social media platforms like TikTok,” HMN said.
Integrating augmented reality
A core feature of HMN’s offering is augmented reality, which is “seamlessly integrated” into the company’s holographic promotions and content shows.
Viewers are able to unlock exclusive AR experiences, save them to personalized accounts, and reengage with interactive features, HMN said. After watching the “Sonic The Hedgehog 3” showcase, for instance, viewers could scan a QR code to unlock an AR scene with characters “for photos and further engagement.”
Proto’s Luma device is a smaller version of its flagship Epic
The device at Grapevine Mills and other Simon malls is the Proto Luma, a smaller-scale version of Proto’s flagship Epic holographic device. The Epic is already in use by Fortune 500 companies worldwide across enterprise, healthcare, education, entertainment and more, Proto said. In the retail world, Proto said it has previously partnered with companies including Amazon, Burberry, H&M, Walmart, Target and Verizon.
“Hologram Media Network represents the next frontier of engagement for Simon,” Dennis Tietjen, SVP of business development at Simon, said in a statement. “We’re excited to collaborate on bringing this revolutionary technology to our properties, transforming the way brands connect with shoppers and delivering an unparalleled experience for our guests.”
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