In a sector where every detail counts, luxury homes are constantly looking to push the limits of creativity And of theinnovation. After the rise in power of phygital experiences And of the Augmented reality, a new technology is gradually emerging in windows, fashion shows and exclusive events: thehologram. True visual prowess, this immersive technology allows you to create a emotional connection strong between the brand and its customer. Les Holograms in luxury are no longer simple special effects: they are becoming a tool storytelling strategy, a new way of valorize a product, of modernising a brand image and to offer a customer experience unforgettable.
From Burberry to Louis Vuitton, via Boss or IWC, the biggest houses are adopting this futuristic innovation to transform their communication. Here are the top 8 most striking examples.
Burberry: the holographic window that is reinventing retail
A pioneer in innovation, Burberry explored holograms as early as the 2010s to transform its fashion shows and windows.
In some shops, passers-by could see holographic models appearing wearing pieces from the new collection, evolving in a play of light and transparency. The result: a lively, captivating window that turns luxury shopping into a veritable open-air show.
Burberry Hologram Runway Show teaser - Beijing China
BOSS: giant holograms to enhance your collection
In 2024, BOSS made an impression with a spectacular campaign combining fashion and technology. To mark the launch of its Spring/Summer 2024 collection, the brand unveiled in London giant holograms of its muses, including Gisele Bündchen and Lee Min-ho, projected in the city on transparent screens up to ten meters high. This impressive staging perfectly illustrates BOSS's desire to reinvent the presentation of its collections while creating a memorable visual experience.
Through this approach, BOSS does not only present its products: it stages them as living icons, merging aesthetics, innovation and emotion. An elegant and modern way to assert its status as a luxury brand rooted in the future.
Spring/Summer 2024 Hologram | BOSS
Jaeger-LeCoultre: the watch is revealed in a hologram
To reinvent the staging of its exceptional timepieces, Jaeger-LeCoultre uses holographic showcases that give life to the watch: the Reverso appears in 3D animation, reveals its gears, grooves and finishes through a hologram, in a totally immersive visual setting. The watch is no longer content with being displayed, it is experienced.
Ralph Lauren: when the universe of heritage is reinvented as a hologram
For the launch of its Polo Tech line in 2015, Ralph Lauren transformed the window of its 5th Avenue flagship into an interactive holographic installation: hologrammic boxers competed in the window in front of passers-by, in a device combining 3D animation, infrared motion detection cameras and visual effects. This use of the hologram as a “street show” not only makes it possible to present a technological product, but also to create a memorable, immersive and visible experience from the public space, reinforcing the “luxury + innovation” dimension of the brand.
Swarovski: the crystal becomes a hologram
The famous jeweler-crystal-maker Swarovski exploited holographic technology to enrich its store windows and pop-ups: when launching its capsule collection with Ariana Grande in its stores in London and Paris, the brand used a 3D holographic installation to immerse passers-by in a cinematic and immersive atmosphere.
IWC: the CEO who “teleports” in a hologram
In the midst of a global pandemic, Christoph Grainger-Herr, CEO of IWC, was unable to travel to an international exhibition in China. Instead of cancelling his participation, he chose the path of innovation: holographic teleportation. The guests were surprised to see it appear in the form of a hologram, projected with remarkable precision. Thanks to augmented reality, they could interact with him and ask him questions in real time. A futuristic demonstration that opens up new perspectives for Swiss watchmaking and far beyond.
→ Discover Jean-Luc Mélenchon's hologram : a very original meeting
Balenciaga: when fashion goes virtual
Always looking for a break, Balenciaga presented an entirely virtual fashion show where digital models paraded in a holographic universe inspired by video games. This immersive experience, called Afterworld: The Age of Tomorrow, has blurred the boundaries between real and digital, offering an avant-garde vision of fashion. A disruptive approach that positions the house as one of the most daring in the sector, capable of transforming technology into art.
Afterworld: The Age of Tomorrow | Balenciaga
TAG Heuer: innovation on the wrist
The Swiss watchmaker TAG Heuer has also integrated holograms into its communication to highlight its connected watches. During events and product presentations, visitors could discover the models projected in 3D, interact with them, and explore their functionalities without contact. An intelligent way to combine watchmaking tradition and digital innovation, while underlining the precision and modernity of the brand.
Why are holograms appealing to the luxury world?
Create an immersive and emotional experience
Luxury doesn't just sell a product: it sells an emotion.
Holograms make it possible to stage a spectacular universe such as a Hologram concert, projected fashion show, storytelling in three dimensions. The objective is to move, surprise and leave a lasting impression on the consumer.
Promote the product in an innovative way
Presenting a piece of jewelry, a watch or a bottle from all angles, without contact, reinforces the perception of rarity and prestige. Holograms add a technological and refined dimension to the enhancement of creations.
→ How do holograms transform the customer experience?
Merge the digital and the physical (phygital)
Holograms perfectly embody the trend of Phygital. They connect the real world to exclusive digital experiences: interactive showcases, immersive events, the virtual appearance of a creator. The result: a fluid continuity between the digital and the real, at the service of emotion.
Reinforcing the image of innovation and modernity
By integrating holograms into their experiences, luxury brands are affirming their desire to combine heritage and innovation.
While luxury is distinguished by its know-how and its sense of detail, it shares the same objective with technology: to create emotion.
Holograms offer homes a new visual language to tell their story, without betraying their essence. Spectacular but refined, they usher in a new era: that of experiential and poetic luxury, where each projection becomes a work of art.
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FAQ — Holograms and luxury: what you need to know
What exactly is a hologram in luxury?
A hologram is a visual projection in three dimensions that makes it possible to represent an object, a character or a scene in space, without visible material support. In luxury, it is above all a staging tool that enhances a product presentation or an event, without ever replacing the real object.
Why are luxury brands adopting holograms?
The level of realism, the quality of the projections and the ease of installation have improved enormously in recent years. Holograms now make it possible to create experiences that are impossible to achieve physically, while maintaining a sophisticated aesthetic in line with luxury standards.
Are holograms an alternative to parades and events?
Not really. They are more added than they replace them. Brands use it to amplifying the impact of an event, offer an enhanced version of a fashion show or introduce a spectacular element.
Can a hologram be used to present an ultra-precise product such as a watch or a piece of jewelry?
Yes. Les holograms latest-generation models allow the display of extremely fine details (engravings, textures, mechanisms), which is particularly useful for pieces that require careful enhancement without direct manipulation.
Are holograms very expensive to set up?
It depends on the format and needs:
- a small holographic window in the store is available for most homes;
- monumental or open-air installations require more complex technical devices.
Estimate your project with Holivisio
Do holograms replace models or muses?
No, they allow them to appear differently. The hologram reinforces their presence without travel constraints, as shown by IWC with its CEO or BOSS with its giant muses. It is an extension, not a replacement.
Can holograms be interactive?
In some projects, yes. Thanks to motion sensors and augmented reality, it is possible to interact with a projection: change an angle of view, display an animation or trigger a product demonstration.
What are the advantages of a hologram compared to a traditional video?
A hologram is not limited to a screen: it creates a visual presence that seems real, variable in size, and often in motion around the viewer. This generates an immersion and an emotional impact that is impossible to obtain with a 2D projection.
Are holograms only for big houses?
Not at all. While the most spectacular installations are signed by international brands, more compact solutions are now available to medium-sized homes, especially for window displays, pop-ups and product launches.
Are holograms a fleeting luxury trend?
Everything indicates the opposite. They are part of a sustainable strategy: phygital, innovation, experiential storytelling. Brands are investing in these technologies to create exclusive, differentiating and memorable moments — a major priority in the luxury sector.