Hologram

Definition: A hologram is a three-dimensional image that you can see without special glasses, headsets or screens. In the classic sense, holograms are created by the interference of light beams. In B2B marketing today, different technologies are called "holographic": from true volumetric displays and light field displays to optical illusions such as Pepper's Ghost.

In B2B mechanical engineering, companies use holographic displays for: trade show presence (attract attention), product launches (wow effect), permanent showroom installations, customer presentations (portable displays) and marketing campaigns (visually impressive).

Important distinction: True holograms (volumetric displays, light fields) vs. holographic illusions (Pepper's Ghost, projections).

English: Hologram, Holographic Display German: Hologramm, holografische Darstellung

Holography Technologies

Classic Holography (Laser-Based)

How it works: Interference pattern of laser light on a photosensitive plate.

Inventor: Dennis Gabor (1948, Nobel Prize 1971).

Properties: - Static holograms (no moving image) - True 3D effect (visible from different angles) - Needs laser lighting

B2B application: Limited (static, complex production). Mainly used for security features (banknotes, ID cards).

Light Field Displays

How it works: The display emits light in different directions and creates spatial depth.

Technology: Microlens arrays, lenticular displays.

Example: Looking Glass Factory – 3D displays without glasses.

Properties: - Can show moving 3D models - Several viewers at the same time (from different angles) - No headset necessary

B2B application: - Booth displays (15-65 inches) - Showroom installations - Design reviews (the team looks at a 3D model together)

Price: ~€3,000-20,000, depending on size.

Volumetric Displays

How it works: Create points of light in 3D space (voxels instead of pixels).

Technologies: - Swept volume: Rotating screen + projector (e.g. Voxon VX1) - Static volume: Points of light in a transparent medium - Holographic projection: A laser creates plasma points in the air

Properties: - True 3D (visible from all sides) - Interactive (hand tracking possible) - Impressive wow effect

B2B application: - Product launches (high-end presentations) - Technology demonstrations - Research institutions

Limitation: Expensive (>€50,000), complex, limited resolution.

Holographic Projections (Pepper's Ghost)

How it works: Projection onto a transparent film or glass. The image seems to float.

Principle: Optical illusion (17th century), not true holography.

Variants: - Holographic pyramids: 45° glass pyramid, a smartphone display projects the image - Holographic films: Large transparent screens (stage shows) - Holographic display cases: Product and projection combined

Properties: - Low cost (from ~€500 for small pyramids) - Easy to implement - Limited viewing angles

B2B application: - Eye-catchers at the booth (small displays) - Retail displays (product display cases) - Reception areas (lobby installations)

Holographic Fans (HYPERVSN, Kino-mo)

How it works: Rotating LED strips create a 3D effect through persistence of vision.

Technology: Fast-rotating LEDs + precise timing = an image that seems to float.

Properties: - Relatively low cost (~€2,000-5,000 per fan) - Scalable (several synchronized fans) - Attracts attention (moving "floating" image)

B2B application: - Booths (product rotations) - Retail stores (shop windows) - Events (product launches)

Limitation: 2.5D (not truly spatial), limited resolution, moving parts from the rotation (safety).

B2B Applications

Trade Show Presence

Goal: Attract attention and draw visitors.

Holographic solutions: - Looking Glass display (15-32"): The 3D model of the machine rotates and seems to "float" - Holographic fans: The product logo or machine floats above the booth - Pepper's Ghost display cases: Real miniature model + additional holographic information

Benefit: Eye-catcher (visitors stop), differentiation (few exhibitors use holography), social media effect (visitors film and share).

Example: A manufacturer of CNC milling machines shows a 3D model on a Looking Glass display. Visitors can walk around the display and see the machine from all angles.

ROI: Trade show success is difficult to measure, but higher booth visitor numbers are documented (studies: +30-50% attention vs. conventional displays).

Product Launches

Goal: Wow effect, a more dramatic product presentation.

Holographic staging: - Volumetric display with a machine animation - Large Pepper's Ghost projection (the product "materializes") - Synchronized holographic fans (several displays, choreographed)

Benefit: Emotional impact, press attention (innovative presentation), premium positioning.

Example: A packaging machine manufacturer launches a new product line. The machine appears on stage as a 2 m high hologram, rotates and shows its features.

Showroom Installations

Goal: A permanent, impressive display in the sales room.

Solutions: - Looking Glass Pro (65"): Large light field display to show the portfolio - Holographic display case: Miniature model + digital overlays - Interactive holograms: A touchscreen controls the holographic display

Benefit: Always available (not only at trade shows), supports customer meetings, premium impression.

Example: Mechanical engineering showroom: visitors select a machine on the touchscreen, and the Looking Glass display shows the 3D model with all configuration options.

Portable Presentations

Goal: The sales team can bring a holographic demo to the customer.

Portable solutions: - Looking Glass Portrait (8"): Tabletop device, fits in a case - Holographic pyramid: Tablet + glass pyramid (compact) - Foldable hologram displays: Transportable setups

Benefit: Flexible use, impresses in the customer meeting, compact to transport.

Workflow: The sales representative arrives at the customer appointment, unpacks the Looking Glass display and shows the machine portfolio in 3D.

Holograms vs. AR/VR

Holograms vs. AR

When to use a hologram: Booth (many visitors), permanent installation, no interaction necessary.

When to use AR: Machine placement at the customer site, interactive configuration, mobile demos.

Holograms vs. VR

When to use a hologram: Quick demos, many viewers, public areas (trade shows).

When to use VR: Immersive design reviews, training, detailed exploration.

Combination: Hologram as an eye-catcher at the booth → VR station for details.

Costs and ROI

Purchase Costs

Holographic displays: - Looking Glass Portrait (8"): ~€800 - Looking Glass 16": ~€3,000 - Looking Glass 32": ~€6,000 - Looking Glass Pro 65": ~€20,000

Holographic projections: - Pyramids (small): €500-2,000 - Pepper's Ghost display cases: €5,000-20,000 - Large stage installations: €50,000-200,000

Holographic fans: - HYPERVSN Solo: ~€2,000 - HYPERVSN Wall (4 fans): ~€8,000 - Large installations (16+ fans): €30,000+

Volumetric displays: - Voxon VX1: ~€10,000-15,000 - Custom volumetric: >€50,000

Running Costs

• Content creation: 3D models for holograms (one-time €1,000-5,000)
• Software licenses: Usually free (Looking Glass) or a one-time fee
• Maintenance: Minimal (LED displays last for years)

ROI Calculation

Trade show investment: - 1 Looking Glass 32" display: ~€6,000 - Content creation (5 machines): ~€5,000 - Total: ~€11,000

Compared to a conventional booth: - Printed banners, roll-ups: ~€2,000-5,000 - Difference: ~€6,000-9,000

ROI if: +1 additional order (machine value €50,000-500,000) from the holographic eye-catcher → positive ROI.

Break-even: 1-2 successful trade shows (with repeated use).

Limitations

"Hologram" Is Often a Marketing Term

Reality: Many displays that are advertised as a "hologram" are actually: - 2D projections with an optical illusion (Pepper's Ghost) - Light field displays (closer to true holograms) - Rotating LEDs (persistence of vision)

True holograms (volumetric points of light in free space) are still very expensive and have limited availability.

Viewing Angle

Light field displays: 45-60° viewing angle (not 360°).

Solution: Position the display so that the primary viewing direction is optimal.

Pepper's Ghost: Very limited angles (frontal).

Resolution

Holographic fans: Limited resolution (approx. 500x500 effective pixels).

Light field displays: Higher resolution, but below the 4K standard.

Comparison: Conventional screens show a sharper image, but have no 3D depth.

Ambient Light

Problem: Bright trade show environments reduce the holographic effect.

Solution: Darkened areas, high display brightness, contrast optimization.

Frequently Asked Questions (FAQ)

Are holograms like in science fiction movies possible?

Not completely yet. Star Wars or Iron Man holograms (free-floating, high-resolution 3D projections in the air) are still science fiction today. Available now: light field displays (3D without glasses, but bound to the display), volumetric displays (3D points of light, but limited resolution and size), holographic projections (optical illusions, not true 3D). Future: The technology is developing, but true "free" holograms like in the movies are still years away.

Can I show CAD models directly on holographic displays?

Yes, with a conversion. Workflow: Export the CAD model (OBJ, FBX, glTF) → import it into holographic software (Looking Glass Studio, HoloPlay Studio) → optimize it (polygon reduction, materials) → export it for the display. Software: Looking Glass Studio (free), Unity with the HoloPlay SDK, Unreal Engine. Limitation: You must simplify very complex CAD models (millions of polygons). 100,000-500,000 polygons are optimal.

How many people can see a hologram at the same time?

This depends on the technology. Light field displays (Looking Glass): 3-8 people at the same time (depends on the display size and viewing angle). Holographic fans: Unlimited (visible from all directions, but 2.5D). Pepper's Ghost: Depends on the projection surface (small pyramid = 1-2 people, large stage = hundreds). VR for comparison: Only 1 person per headset. Benefit of holograms: People can view them together.

Which holographic technology is best for a booth?

This depends on the goal and the budget. Maximum attention + budget <€10,000: Holographic fans (HYPERVSN 4-fan setup, ~€8,000). High-quality 3D display + budget <€6,000: Looking Glass 32" (~€6,000) with CAD models. Big wow effect + budget >€20,000: Looking Glass Pro 65" or a large Pepper's Ghost installation. Budget <€2,000: Holographic pyramid (small, but less impressive). Recommendation: Looking Glass 32" for B2B machines (best balance of quality and cost).

How are holograms different from 3D screens?

Holograms (light field displays): Create different images for different viewing angles → true 3D depth, several viewers see different perspectives. 3D screens (stereoscopic): Show two images (for the left and right eye) → need 3D glasses, only one perspective, no true spatial effect. 2D screens: Flat image, no depth. Benefit of holograms: No glasses necessary, natural viewing experience, several viewers.

Industry Standards and Vendors

Light field displays: - Looking Glass Factory – Market leader for 3D displays without glasses - Dimenco – Simulated Reality displays - Leia Inc. – Light field technology

Holographic fans: - HYPERVSN – 3D holographic displays - Kino-mo – Holographic fan displays - Holho – Portable hologram fans

Volumetric displays: - Voxon Photonics – Volumetric 3D displays - Light Field Lab – Holographic display walls - Looking Glass – Light field technology

Software: - HoloPlay Studio – Looking Glass content creation - Unity HoloPlay SDK – Game engine integration - Unreal Engine HoloPlay Plugin – Real-time rendering

Related Topics

Display technologies: - Light field displays – 3D without glasses - Volumetric displays – 3D points of light - Autostereoscopic displays – 3D screens without glasses - Lenticular displays – 3D with lens arrays - Pepper's Ghost – Optical illusion

AR/VR alternatives: - Augmented Reality – AR with a smartphone or headset - Virtual Reality – VR headsets - HoloLens – Mixed reality headset - USDZ – iOS AR Quick Look - WebGL – 3D in the browser

B2B applications: - Trade show presence – Trade show displays - Product launches – Launch events - Showrooms – Permanent installations - Immersive experience – Immersive presentations - Retail displays – Point of sale

3D content: - 3D model – 3D geometry - Real-time rendering – Real-time display - 3D animation – Moving 3D content - CAD export – From CAD to display formats - Content optimization – Polygon reduction

Event technology: - Projection mapping – Projection art - LED walls – Large screens - Interactive installations – Interactive displays - Digital signage – Digital signs - Event marketing – Trade show technologies