Dubbed a ‘game changer' for the future of marketing, Bayfair Shopping Centre has become New Zealand's first to trial innovative hologram technology in a unique display which has children and adults flocking to the centre.
Based in Tauranga, Bayfair has set up a 3D Holocube, which projects a flying dove, as part of its spring/summer campaign to mark the start of Kiwis' favourite season. It is the first time the technology has been used not only in a shopping centre environment, but anywhere in New Zealand.
Locals will be the first in the country to marvel at the technology, and Bayfair marketing manager Kylie McGregor says the technology is likely to soar to great heights.
'In a market where it is increasingly difficult to stand out, the hologram technology will enable us to bring our marketing initiatives into the 21st century. I envisage being able to utilise this technology for upcoming fashion shows and all manner of activities, it's really exciting and I love seeing people's reactions to the flying dove.
'We've added to the surprise and delight factor, by covering the 3D Holocube in a wooden crate-style box with peep holes for shoppers to peer through.”
Proven successful and popular internationally, the technology is being used extensively across Europe with large brands such as Citroen and BMW for vehicle launches, and new product launches for Nike, Lancome and Bulgari Serpenti watches.
Celebrations Group has exclusive rights to bring this technology into New Zealand, and its managing director, Ron Fisher says the Holocube is an innovative device that projects a company's brand and its product like no other platform, and is cost-effective.
'Holocube has taken the magic behind hologram optical illusions, and adapted it to modern technology in what we believe is the future of marketing, with multiple uses across retail, events, offices, hotels, business conferences and trade shows.
"It combines the most advanced modern projection techniques, in contemporary and sleek housing, which enables contextual 3D projections for product-focused brands.”
Bayfair's hologram dove display will be in centre for the public to view until Sunday, 11 October 2015.