Study case :
A 3D hologram presents
the new HOKA running shoe
Context
HOKA, an internationally recognised brand known for its trail and performance shoes, has experienced significant growth in recent years. While the brand is already well-known among runners and trail enthusiasts, it is now seeking to broaden its audience and enhance its visibility among the general public.
As part of the launch of its new running shoe model, the Mafate 5, HOKA has invested in a display within the Ochsner Sport Pro store, located in the vibrant Europaallee district of Zurich, right next to the main train station. The objective was clear: to go beyond merely presenting a physical shoe and to create a display capable of catching the eye, surprising, and engaging passers-by.
Rather than a static staging, HOKA wanted a dynamic and innovative hook, capable of showcasing its new product while affirming its modern and distinctive brand image.
In an urban environment where every shop window competes for attention, how can you capture the interest of a passer-by in just a few seconds? This is the challenge that HOKA has chosen to take on in Zurich.
The challenge
The Ochsner Sport Pro showcase is located in Europaallee, a new dynamic district in the heart of Zurich, directly connected to the main train station. This modern space combines shops, services, dining, and living areas, attracting a considerable flow of passers-by every day.
But in an environment where many are primarily moving around to get from one place to another or to attend an appointment, the primary intention is not necessarily to go shopping. The challenge for HOKA was therefore clear:
Capturing the attention of a hurried audience, reluctant to stop.
Create a visual effect strong enough to interrupt the natural flow of passers-by.
Link the Mafate 5 to innovation, making an impression with a presentation that differs from a traditional showcase.
In other words, it was about transforming a transit space into a memorable brand experience, positioning HOKA as a modern and bold reference in the world of running.
The Hubgrade solution
To bring the launch of the new HOKA Mafate 5 model to life, Hubgrade has implemented a HYPERVSN holographic solution directly integrated into the Ochsner Sport Pro display.
A piece of furniture adapted to HYPERVSN technology has been specially made available to enhance the shoe and ensure an optimal presentation.
The Mafate 5 has been reproduced in a 3D hologram with exceptional fidelity: colours, textures, materials, and proportions have been rendered with precision, giving the impression that the shoe was actually floating in the air.
The experience was complemented by careful technical management:
- Automatic lighting and switching off according to the store's hours.
- Remote control possible for content and power supply.
- Hubgrade support from A to Z: content creation, production and installation.
This staging provided HOKA with a dynamic, impactful showcase that is perfectly aligned with its brand image focused on innovation and performance.
Results and benefits
From the moment it was installed, the impact was evident: passers-by stopped to look at the hologram, creating a real break from the static display. The “before / after” difference was striking: the hologram captured attention and sparked curiosity.
On the HOKA side, the initiative has been well received and has generated positive feedback internally, proving that the activation has fulfilled its role of innovatively showcasing the product.
If precise figures are not available for this project, studies conducted by HYPERVSN on other activations show that this type of installation can generate a tangible impact: up to +23% in-store traffic during similar campaigns. These results confirm the potential of a 3D hologram to enhance visibility, attract new customers, and boost brand awareness.
In the hurried flow of Europaallee, many looked up and stopped, intrigued by a shoe that seemed to float in the air.
Associated solutions
This project perfectly illustrates the power of HYPERVSN technology, as well as Hubgrade's ability to create immersive experiences that transform a display into a true point of attraction. Discover our complementary solutions:
HYPERVSN
The 3D holographic technology that instantly catches the eye.
Digital signage
Screens and digital media for impactful communications.
Ready to create the same effect for your brand?
Contact Hubgrade today and let's discover together how to transform your space into a memorable experience.