Hologram Media Network (HMN), in collaboration with Proto Hologram, has unveiled the world’s first always-on holographic advertising network, now live across 30 Simon malls in the U.S. The network leverages next-generation Proto Luma devices to deliver interactive 3D experiences, merging digital content with physical retail environments.
The platform, operational in high-traffic locations such as Los Angeles’ Del Amo Mall, New York’s Roosevelt Field Mall, and Chicago’s Woodfield Mall, combines branded holographic ads with exclusive content from studios, artists, and influencers. Early campaigns, including a Paramount Pictures activation for Sonic the Hedgehog 3, allowed shoppers to interact with lifelike 3D characters.
Initial data reveals viewers engage with holograms for an average of 24 seconds—over 500% longer than video dwell times on platforms like TikTok. Augmented Reality (AR) integrations have driven a 35% click-through rate, with thousands of shoppers participating in the first two weeks of deployment.
“Consumers increasingly expect immersive 3D experiences,” said HMN CEO James Andrew Felts. “HMN meets this demand by scaling experiential media in real-world settings, aligning with how audiences interact with platforms like Meta Quest or Fortnite.”
The network’s holograms require no headsets, offering three-dimensional depth and realism distinct from traditional 3D screens. Proto Founder David Nussbaum emphasized the shift: “We’re creating personal, unforgettable moments at scale. This erases the line between digital and physical worlds.”
AR features enable shoppers to unlock exclusive content via QR codes, such as character interactions from the Sonic campaign. The network is powered by Proto Luma, a compact hologram device tailored for retail, integrated with Proto’s AI Persona tools and RetailSage management system for scalability. Proto’s existing partnerships include Amazon, Burberry, and Walmart.
Simon, a leader in retail innovation, highlighted the partnership’s potential. “HMN transforms how brands engage shoppers,” said Dennis Tietjen, Simon’s SVP of Business Development. “This aligns with our commitment to cutting-edge guest experiences.”
HMN plans to expand to 150 hologram units by 2025, with monthly live events featuring celebrities and influencers. A December activation saw comedian Howie Mandel interact with shoppers via hologram.
“Our goal is a dynamic ecosystem where digital content lives in the real world,” Felts added. “This is the future of consumer engagement.”
About Hologram Media Network: HMN specializes in immersive DOOH advertising, deploying holograms in high-traffic venues. Learn more: www.hologrammedia.net
