Airports are high-density environments where floor space is at a premium. The installation required a compact footprint that wouldn’t impede passenger movement or violate safety protocols. Placing the hologram within the British Airways lounge opened up a low-traffic spot within a high-traffic area. The bespoke, branded protective casing added further safety and security while adding to the overall visual effect of the installation. Using a 6-unit HYPERVSN SmartV Wall ensured high-impact visuals that occupied minimal floor space in a busy lounge environment. 

British Airways serves over 170 destinations in 70 countries, meaning the holographic content had to resonate across vast cultural and linguistic divides. The challenge was to create 3D storytelling that relied on iconic heritage imagery and universal symbols of aviation rather than text-heavy messaging. This ensured that the emotive brand storytelling was accessible to every passenger, regardless of their native language. 

In a highly regulated aviation sector, all technology must meet stringent safety standards while strictly adhering to the client’s brand guidelines. Our in-house Design Lab worked to ensure the pixel-perfect brand storytelling maintained the integrity of the BA logo and heritage colours, preventing the technology from feeling like a distraction or gimmick, creating a seamless, premium extension of the lounge and the overall BA brand experience. 

To optimise brand experience, you must have an insight into how customers currently relate to your brand. Through shopper data, customer surveys and sentiment analysis, brands can build a complete picture of their brand perception. By comparing this existing brand image with how you want consumers to perceive your brand, effective positioning strategies can be created. 

A brand experience includes every touchpoint you have with your customer. When investing in experiential marketing, your goal must be clear. Do you want your customer to have a more efficient journey or a more exciting one? Do you need to educate them on your products or services, or give them a personalised interaction? Your desired outcome will influence which solutions are the best fit and where they should be deployed. 

Select a high-impact placement spot for the installation(s). To deepen connections with existing customers, choose a space with guaranteed customer representation. By placing their 3D hologram in the BA Lounge at Heathrow Airport, British Airways were certain that it would reach consumers who were already somewhat engaged. 

Consider how to express brand heritage through this immersive medium. Design visual elements, icons and short text phrases that combine to tell an emotive brand story. 

The HYPERVSN CMS allows clients to manage and amend campaigns remotely. Utilise this functionality to ensure that your campaign is responsive. Make updates based on performance, feedback or seasonal trends.  

British Airways is a leading British aviation company that operates one of the world’s most extensive networks, flying to around 200 destinations in over 65 countries. It was the first passenger airline to generate more than US$1 billion on a single air route in a year. British Airways was originally formed by the merger of four British airlines into Imperial Airways in 1924. It was privatised in February 1987 as part of a wider privatisation plan by the Thatcher government. BA expanded through the acquisition of British Caledonian in 1987 and Dan-Air in 1992. The airline operates a fleet of 274 aircraft with 42 orders, including Airbus and Boeing models. British Airways aircraft include Airbus A319, A320, A350-1000, and Boeing 777. The airline retired its entire 747-400 fleet in July 2020 to focus on incorporating more modern and fuel-efficient aircraft. British Airways has been involved in several mergers and acquisitions, including the merger with Iberia to form International Airlines Group (IAG). British Airways has a significant presence at Heathrow Airport, owning 50% of the slots available as of 2019, while its subsidiary, BA CityFlyer, operates from London City Airport and is the largest operator there. British Airways has a strong engineering branch to maintain its aircraft fleet, including major maintenance centres at Glasgow and Cardiff Airports, and aims to eliminate carbon emissions by 2050 as part of its operational strategy. 

British Airways provides free meals and drinks on long-haul flights and snacks on short-haul flights. British Airways offers a tiered loyalty program called the British Airways Club, which incentivises frequent flyers with benefits and rewards. World Traveller Plus provides wider seats, extra legroom, and amenity kits with noise-cancelling headphones, while British Airways’ Executive Club members receive free Wi-Fi messaging on personal devices. BA also differentiates itself by being a founding member of the Oneworld airline alliance, which enhances its global reach and customer benefits. British Airways co-founded the Oneworld airline alliance in 1999 with American Airlines, Cathay Pacific and Qantas. The airline is well-known for the Concorde, although it ceased operations in 2003 after 27 years of service. 

British Airways has faced significant operational challenges, including a major computer power failure in May 2017 that led to widespread flight cancellations. During another power outage, British Airways’ website stated that no flights were delayed, despite several cancellations occurring. The airline has been involved in several class action lawsuits, including a settlement for a data breach in 2018. British Airways was required to pay $1.1 million USD for failing to pay refunds in a timely manner, violating US Department of Transportation rules. These challenges are not just in recent times – British Airways was involved in a legal dispute with Virgin Atlantic in 1993 over allegations of a dirty tricks campaign. The company was forced to reverse course on some of its strategic offerings after customer complaints, though it has been noted for its inability to respond to customer requests in recent years.  

HYPERVSN 3D holograms use proprietary technology to generate sharp, vivid images that appear to be floating in mid-air. Our devices use high-speed LED-based rotors spinning at speeds that make the blades invisible to the human eye, leaving only high-definition 3D holographic content. Unlike traditional 3D displays, our solutions don’t require specialist glasses or headsets – the 3D effect is visible to the naked eye. With a brightness of 3,000 nits, these displays remain vivid even under intense lighting and bright, outdoor environments. Combining our hardware with exceptional 3D design, we create immersive experiences that enhance consumer experiences through digital signs and billboards, helping to increase footfall in physical stores. 

Experiential marketing has become a cornerstone of modern brand strategy because it moves the customer relationship from transactional to emotional. By creating immersive environments, brands can facilitate deeper connections that inspire audiences and ultimately deliver results for a brand. In the aviation sector, where passenger engagement is often limited to a seat and a screen, providing a ‘phygital’ interaction in a lounge or terminal ensures that the brand remains top-of-mind. Positive experiences facilitate deeper connections, inspire audiences and ultimately deliver results for a brand. When travellers encounter 3D heritage storytelling, they are not just seeing an ad. They are participating in a brand experience that builds trust and loyalty, proving that the airline is invested in their journey beyond just the aircraft.