A hologram firm backed by Virgin boss Richard Branson and Dallas Mavericks owner Mark Cuban has been hailed as the “future of advertising”.

London-based HYPERVSN displays holographic advertising for clients including Adidas, Coca Cola and Le Mans motor racing at indoor and outdoor venues. It counts a quarter of Fortune 500 companies among its clients and is active in 50 geographical markets.

It even displayed a dynamic image of Queen Elizabeth II’s crown at her Majesty’s 90th birthday in April.

The images are displayed upon a series of fans with LED blades which are precisely spaced apart. Adding more fans means you can increase the size of the display.

At the PT19 festival in Wakefield BusinessCloud witnessed a small display of Adidas trainers and motorbikes using six fans, but at CES 2019 in Las Vegas the firm had a 6x8m wall which made use of 80.

“We saw a marketplace where people weren’t really engaging with static content any longer,” Fiaz Sadiq, head of the channel at parent firm Ikonic, told BusinessCloud.

“Brands were looking for something really engaging so we developed something which jumps out at you and grabs your attention. It’s where the advertising market is headed.

“People remember the visual, the brand, the story – and that brings more revenue. Through the IoT (Internet of Things) we've seen that more customers are searching the website for a product or service when they’ve seen it displayed.”

Using a cloud-based app, clients can select the content to display across all stores globally at the touch of a button.

“You can also be in your store showcasing your product and pause it at a certain moment,” Sadiq added. “You can display prices and deals and have celebrity faces talking to you in 3D. It’s now touching upon AR (augmented reality).”

The company’s development team is based in Minsk, Belarus, with the sales office in Soho.

“You can tie it in with data and AI. You can add bluetooth speakers and a camera which picks up what gender and age an approaching customer is – the software then plays the most appropriate content,” said Sadiq.