Hologram For A King

Friday, December 21 2018
Hologram For A King
We have seen the future… And it’s hologram-shaped. The Raygun popped down to a busy Bluewater shopping centre in north west Kent this week to get a proper look at the Hypervsn hologram technology that Universal has worked with HMV to trial at a trio of stores in the run-up to Christmas. Placed in the windows, the special hologram machines show “floating” packshots, titles, animated Jurassic World dinosaurs and Gunther the pig from Sing, as well as HMV’s Nipper and offers and deals. Just watching shoppers seeing the images beamed into the store windows, becoming transfixed and pointing out the innovative, moving displays to others, shows how exciting and useful the development is. As noted here, the HMV and Universal partnership is the first time it has been used in the entertainment sector and is a blueprint of the way that Universal and the industry as a whole is aiming to make the most of technology to find new ways of connecting and engaging with customers. What’s more, it’s easy to update too, with changes made overnight (on the day we visited, it had been updated to include the deal of the day offer on Mamma Mia 2: Here We Go Again. Universal’s Vicki Davis said: “It’s all about creating visual excitement and it really works. It creates a focus for the category and it gets people talking about it.” HMV’s Dawn Hancock said initial feedback was strong and others had been eyeing it too. “The moment it went up, we had another studio on the phone,” she said. “We’re really pleased with it. We’re expecting to see an increase in footfall as a result of this.”
Where next for the hologram technology from Hypervsn? As tech website Mashable has already noted, “This is the future of retail displays!”  Universal and HMV will be forensically analysing the data and figures in the new year, but the early signs are good. As Universal’s Vicki Davis said: “We’re looking at where we can take it next. We can put more messages there, we can put more titles there… As soon as you see it in action, you can see the creative possibilities for it.” HMV’s Dawn Hancock said: “We’re going to look at how we can take it forward collectively, with suppliers, labels and the industry.” And, as Davis noted, with collaboration a key word for both retailers and distributors alike (senior staffers at both HMV and Universal have espoused its spirit this year): “We now have studios in a room talking about this kind of thing, we can have the conversation about this.” Thanks to our pals at LipSync, who have helped develop the creative elements to the initiative, you can see the images here…

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