Ten metre-high Boss holograms made with transparent LED

London’s Tower Bridge provided the backdrop to an overnight hologram show promoting fashion house Boss’s spring/summer campaign last month.

The 10m-tall holograms of Brazilian model Gisele Bündchen and South Korean actor/model Lee Min-ho were projected on to screens placed on platforms in Potters Fields Park, with smoke and choreographed moving lights creating the illusion of depth.

The event was spearheaded by production house Kaleida, which tasked director Adam Donen with capturing the models on camera. This was achieved on a dedicated set with hologram-appropriate lighting and a turning platform.

Two Disguise VX4+ servers from dandelion + burdock were deployed to project the images on to a 10m by 5m transparent LED ROE V8T screen provided by Video Design.

Video Design’s Gary King – who worked alongside Richard Corns to ensure the smooth running of the video installation – says the addition of haze was key to the illusion.

“Even to the naked eye, when you looked at the screen, somehow your eye was drawn to a focal point somewhere behind the models, creating the sense of a 3D hologram in real time,” he says. “To see these images at such a scale set against the Tower Bridge backdrop was stunning.”

Photo: Boss

Nadia Kokni, senior vice-president of global marketing and brand communications at Boss’s parent company, Hugo Boss, told Vogue Business that the project drew inspiration from London’s Abba Voyage show.

“Every season, we want to do something bold and impactful and disruptive,” she says. “We were thinking about what we can do to disrupt the scroll and change the story a bit. Holograms make you do a double take; it’s familiar but a little disconcerting.”

Kokni says public hologram are particularly appealing as they are relatively accessible — anyone walking by can experience the technology without requiring an additional device.

Boss’s campaign will also include a series of images featuring the brand’s new ‘double B’ monogram placed in well-known global settings using CGI technology. The company is evaluating other technology options, including bringing realistic digital images of Bündchen into people’s own environment via augmented reality.