5 min read

BOSS stuns London with 33-foot Lee Min Ho hologram

Written by
Pavlo Fedykovych
Published on
February 4, 2024
May 29, 2024

BOSS knows how to put up a show. Their latest campaign to promote the Spring/Summer 2024 collection fired up London. A 33-foot Lee Min Ho hologram appeared next to the Tower Bridge. There was also another one featuring a Brazilian supermodel Gisele Bündchen. This looked spectacular and very ambitious.


What happened: holograms are becoming a new normal in the world of advertising. From avatar concerts to simple retail projections, it's among the hottest digital trends right now. But no one has done what BOSS did in London on January 31. The brand presented a 33-foot Lee Min Ho hologram. Gisele Bündchen appeared too. Londoners were quite stunned.

It's one thing to get holograms to sing and dance. It's a whole other game to recreate the magic of projection technology in the busy city setting alongside one of the most iconic buildings in the world, the historic Tower Bridge. BOSS showed their marketing muscles here, became viral on socials, and gave a nod to the latest trend of experimenting with digital formats. We loved that.

Of course, both Lee Min Ho hologram and Gisele's appeared wearing the pieces from the brand's Spring/Summer 2024 collection. Now that's a showcase. The stunt is one of the series of promotional actions within the #BeYourOwnBOSS campaign where, according to the brand, "self-determination takes center stage underscoring that the choice is yours – the power to be your own Boss lies within."

Two Disguise VX4+ media servers were used to make the Lee Min Ho hologram happen. Plus, it featured 10-meter transparent LED screens for reaching that breathtaking effect of presence.

Why we love it: this is hands-down one of the coolest fashion applications of trendy hologram technology so far. BOSS makes a statement and uses the most visual way to do so. Gisele and Lee Min Ho are already iconic as brand ambassadors and the 33-foot holograms make them even more irresistible.

And it's not the first time BOSS has entered the realms of digital technology and utilized it for their fashion means. Last year, the brand presented a Techtopia runway show that heavily featured screens, holograms, and even Sofia the AI-powered robot.


It's refreshing to see fashion brands embrace the power of digital signage and the engaging capabilities of hologram technology. We feel like there will be lots of exciting projects in this domain in 2024.

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