Billie Eilish hologram appears in malls

Billie Eilish is appearing as a life-size hologram in shopping malls across the United States, according to a May 18 report by Digital Signage Today. The trade publication said the campaign is running on Hologram Media Network’s 46 Proto hologram displays and is tied to “Hit Me Hard and Soft: The Tour (Live in 3D).” The hologram delivers a pre-recorded message from Eilish to passing fans rather than announcing a new song or album. The campaign appears to be part of the marketing push around the concert film, which opened in theaters on May 8. ### Where are people actually seeing the Billie Eilish hologram? Digital Signage Today reported on May 18 that the hologram campaign is located in shopping malls nationwide. The publication said the placement uses Hologram Media Network’s mall-based display network, which runs on 46 Proto hologram units. That gives the campaign a physical footprint beyond a one-off store installation or premiere event. Grapevine Mills in Texas is one confirmed mall location. A post on the mall’s site said Eilish can be seen in a life-size hologram display inside the property and described the activation as a nationwide “spatial advertising” campaign running across Hologram Media Network’s 46 Proto displays. ### What does the hologram do? Digital Signage Today said Eilish appears “life-size” in holographic 3D and offers a custom message to fans. The report did not describe the message as live, interactive or tied to a new music release. The available descriptions point instead to pre-recorded promotional content. Proto says its Luma device can display life-size holograms through either live beaming or pre-made content. In this case, the trade report described a fixed campaign message tied to the film rather than a real-time appearance. ### What is the hologram promoting? “Hit Me Hard and Soft: The Tour (Live in 3D)” is the project named in the campaign materials. Digital Signage Today said the mall hologram is tied to that title, and the film’s official website says it opened in theaters on May 8, 2026. Paramount also listed the film in its CinemaCon presentation materials last month, saying the title would arrive in theaters on May 8. Billie Eilish’s official store is also promoting the film and related merchandise. Store pages reference the same movie title and describe it as an immersive 3D concert experience. ### Who is behind the mall network? Hologram Media Network and Proto previously announced a mall-based holographic advertising network at Simon properties. In a February 14, 2025 report, Digital Signage Today said the initial rollout covered 30 Simon mall locations and used Proto Luma devices. The same report quoted HMN Chief Executive James Andrew Felts saying viewers were engaging with holograms for an average of 24 seconds, citing company data. Proto describes itself as a hologram technology and spatial computing company. On its website, the company says its Luma hardware is designed to show life-size holograms of celebrities, speakers and other content in physical spaces. ### Is this tied to a new Billie Eilish release? The May 18 Digital Signage Today report tied the hologram specifically to the concert film, not to a new single or album. The published descriptions focus on the in-mall appearance, the pre-recorded message and the movie connection. No release date for new music was mentioned in the report. The current official movie site continues to list screenings, and Eilish’s store continues to direct fans to tickets for the film. As of May 18, those are the clearest next public touchpoints attached to the hologram campaign.