How do you convey precision, performance and prestige in brand marketing? Iconic British brands Bowers & Wilkins and McLaren exude these qualities, so for the launch of their new Px7 S3 headphones, creative agency Holdens needed to create an experience that went beyond telling customers and invited them to feel. For their pop-up at MediaMarkt’s Experience Zone in Berlin, they looked to another ‘p’ – phygital. With 91% of consumers exhibiting higher intent to purchase after attending a brand activation event, Holdens aimed to create an experience as futuristic and high-end as the products themselves, with HYPERVSN technology providing the perfect visual anchor.

Breaking Through Consumer Apath

As consumers become ever more apathetic and attention becomes harder to win, creative agencies have their work cut out for them. The largest brands in the world no longer need visibility – they need engagement. With branded content on social media losing traction as consumers lean more towards the authenticity of user-generated content, experiential marketing has never been more important. It’s no wonder 80% of companies have increased experiential marketing spend, with 59% of marketers stating that experiential marketing outperforms traditional advertising in ROI. This is where HYPERVSN comes in. Immersive experiences powered by 3D holography give clients the results they’re looking for; greater stopping power, increased dwell time, organic social interaction and, ultimately, a brand experience that people remember, talk about and – crucially – care about. 

HYPERVSN 3D holograms interact with physical surroundings to create a “phygital” experience; where the virtual and the real come together, transporting customers into a brand world that feels alive, exciting and futuristic. When it came time to build an activation for Bowers & Wilkins x McLaren that lived up to their high-impact, high-tech image, this was exactly Holdens’ strategy. 

As well as delivering a stand-out interactive experience that would draw attention in a busy retail environment, Holdens required an experience with a premium feel that expressed the precision engineering and performance-led design that bond these two iconic brands. The activation needed to create buzz around the launch of the new Px7 S3 headphones and be sufficiently modular and scalable for future rollout across retail locations. 

Building a “Phygital” Brand World

To create a standout launch activation that felt interactive yet premium, aligning with their client’s design-forward, high-end appeal, Holdens turned to HYPERVSN to create the ultimate visual intrigue and stopping power in a way that only 3D holographic technology can achieve.

HYPERVSN’s proprietary technology turns images, logos and brand messaging into vivid, dynamic 3D visual storytelling that appears to float in mid-air. For this high-voltage pop-up experience, Holdens chose the HYPERVSN SmartV Solo encased in a sleek, custom branded accessory. Ideal for detail-orientated product imagery and minimal text, the Solo unit offers crisp, high-definition resolution, incredible brightness of up to 3,000nits, pixel-perfect precision and easy set-up and mobility. 

Placed in an outer corner of the pop-up space, the hologram grabbed attention, enticing shoppers elsewhere in the store to come an experience this interactive zone. The hologram was featured alongside a McLaren Formula 1 car racing simulator, an interactive Batak wall and a premium product display showcasing the Bowers & Wilkins x McLaren range. Together, these elements created an activation hub that converted curiosity into dwell time, driving genuine interactions and emotive brand connection. 

Hardware: HYPERVSN SmartV Solo LB 

Software: HYPERVSN CMS 

Accessory: Custom branded enclosure 

Campaign Outcomes 

The result of this activation was a memorable brand launch that did more than just sell a product – it invited customers to experience the feeling behind the brand, creating deeper bonds and a greater brand affinity. 

• A “Stop-and-Stay” activation: the combination of 3D holography, gamification and product display created a holistic, immersive brand experience that attracted passersby and ensured they stayed within the activation zone, increasing overall impressions and engagement. 

• Brand elevation and synergy: stunning visual storytelling alongside sleek design ensured a high-end aesthetic, further establishing Bowers & Wilkins and McLaren as premium, design-led brands 

• A scalable solution: Holdens created a modular, scalable pop-up experience that can be adapted to different retail environments. Within this, HYPERVSN solutions are also modular – we have the capability to produce small-scale holograms, massive holographic walls and everything in between. 

It was a joy to see HYPERVSN holograms bringing a futuristic flair to this impressive brand activation. Through crisp product visuals and a novel display medium, our technology supported the realisation of a truly memorable brand launch. 

Ready to explore how 3D holography could help you build a more immersive brand activation? Get in touch at [email protected].