The Return of Holograms: Innovations at the Mobile World Congress in Barcelona

Holograms have long fascinated sci-fi and cyberpunk enthusiasts. In the past, the idea of three-dimensional human reproductions captured attention when used to revive prematurely deceased music stars. Yet, this trend eventually faded. In recent years, Dutch company Holoconnects has introduced practical and relatively simple solutions to bring holograms into everyday life — from medical offices to hotel receptions. Here’s our experience at the Mobile World Congress in Barcelona.

Projecting Yourself — Literally — Anywhere in the World with a Hologram

Imagine a three-dimensional version of yourself displayed inside a large booth with a nearly 90-inch screen or a smaller version resembling a home mini-bar. Dutch company Holoconnects attracted significant attention at last year’s Mobile World Congress, the major trade fair in Barcelona that now covers consumer electronics and innovation far beyond just telecommunications. This year, Holoconnects returned with updated versions of its Holobox and Holobox Mini, along with a new project: besides transmitting holograms of real people, these “booths” can now also feature three-dimensional avatars powered (or not) by artificial intelligence, depending on the intended use — for hotels, pharmacies, medical practices, airports, or conferences. These avatars can even be programmed to perform specific tasks.

From 90s Sci-Fi to Practical Applications

Founded by André Smith and Marnix Lock, Holoconnects skillfully blends classic sci-fi imagery — think 80s “Star Trek: Voyager” with its onboard virtual doctor — with cyberpunk aesthetics and modern technology. While holograms have been around for years, they gained significant buzz roughly a decade ago when holographic versions of famous musicians like Whitney Houston, Michael Jackson, Tupac Shakur, Elvis Presley, Maria Callas, Roy Orbison, and even ABBA made headlines. Despite the initial excitement, this trend gradually faded.

Holoconnects is taking a different approach: rather than focusing on entertainment alone, they aim to make holograms part of everyday life, adding practical value. Holobox and Holobox Mini offer 3D holographic displays of people, products, or logos, “transforming communication by creating immersive and interactive experiences that deliver unmatched engagement and impact,” the company explains. Available in black, white, or custom designs, these units are plug-and-play systems with integrated cameras. Simply plug them in, and with a strong internet connection, you can bring holograms to any location with virtually no latency.

We tested the system again at the Barcelona fair, and the impact remains impressive.

Potential Applications Across Industries

Holoconnects’ holographic technology has a wide range of potential applications in sectors such as hospitality, travel, healthcare, retail, entertainment, communications, events, education, advertising, and more.

For example, in the past two years, the system has been used to:

• Educate and promote a UNICEF initiative for sustainability and climate solutions.
• Raise awareness and support for the United Nations’ Central Emergency Response Fund, creating “a visceral connection between global citizens and individuals living in crisis zones.”
• Replace concierges and receptionists at D&B The Facility Group and in a Danish hotel within the Scandinavian hotel chain CIC Hospitality.

Technical Specifications and the Philosophical Question

On the technical side, the Holobox features an 86-inch anti-reflective, touch-enabled LCD screen, 80W Hi-Fi speakers, multiple ports (including two HDMI ports, one USB port, a USB touch port, a LAN connector, and a headphone jack), and dimmable lights — all in a unit weighing 200 kilograms.

But does a solution like this make sense on a larger scale? Perhaps. When looking at photos and videos from real-world applications over the past two years, it’s clear that holograms offer something special. Unlike low-quality 2D video, which can struggle in poor lighting conditions, holograms captivate attention. Their three-dimensional presence adds a unique value, particularly in diverse situations where impactful communication is key.

This technology could make sense if costs remain manageable or if Holobox units can be rented as needed rather than purchased outright.

For instance, their use in political conferences to host remote testimonies and speakers, or even in advertising for sectors like automotive, food, and travel, seems promising. Positioned somewhere between backlit billboards, video panels, and the physical presence of a product, Holobox technology could fill a valuable niche.

Time will tell whether this marks a true hologram comeback — or if we’ll simply be left reminiscing about Michael Jackson’s holographic performance.

Original Story by Simone Cosimi for Sky.it