Billie Eilish is everywhere all at once today—including her North Texas appearance at the Grapevine Mills mall. But it’s not Eilish in the flesh. Instead, she’s stepping out of a film clip and into a hologram display at the mall, chatting directly to fans about her new concert movie, “Billie Eilish—Hit Me Hard and Soft: The Tour (Live in 3D).”
The film capturing her world tour opens today at theaters nationwide, featuring 3D, high-tech, live performance footage. It was directed by Eilish and James Cameron (“Titanic,” “Avatar”), and is distributed by Paramount Pictures.
Fans encountering Billie Eilish’s hologram at one of the malls hosting a Hologram Media Network Proto Luma display. [Video still: Hologram Media Network]
But you don’t need a ticket to encounter Billie’s holographic appearance at Grapevine Mills. She can be seen inside a life-size hologram display amid passing shoppers, stepping out of a trailer for the movie as a hologram and delivering a message about her film.
The “spatial advertising” campaign is now running nationwide across Hologram Media Network’s 46 Proto hologram displays.
Immersive 3D brand experiences
Billie Eilish’s hologram at one of the malls hosting a Hologram Media Network Proto Luma display. [Video still: Hologram Media Network]
California-based Hologram Media Network calls itself “the first and only national holographic advertising network,” delivering immersive 3D brand experiences on the Proto Luma displays in premium high traffic retail destinations.
Grapevine Mills’ Proto Luma display—manufactured by yet another California company—made its debut at the mall in February 2025, offering holographic encounters with everyone from Paris Hilton to Sonic the Hedgehog. That debut also happened at 29 other malls owned by Simon Property Group nationwide.
The displays bring content to life “with a level of depth and realism that hasn’t been seen at scale in high traffic media locations like malls,” HMN said last year. Proto Founder David Nussbaum said he’s witnessed the evolution of countless mediums, “but nothing compares to this.”
You can see a YouTube video of Eilish’s hologram in action by going here.
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