“If all goes according to plan, looming in front of London’s Tower Bridge for several hours on Wednesday evening will be the beaming, 3D colossuses of supermodel Gisele Bündchen and alternately of South Korean star Lee Min-ho, looking like a couple of bosses.
The 10-metre-tall figures will be holograms created by Hugo Boss to promote its BOSS line, which has named Bündchen a new face of the brand. The company said it will be the first fashion brand to launch a major campaign with large-scale holograms.
Megawatt spectacle is what it’s going for.
“A hologram is larger than life. It still disrupts your day-to-day journey,” said Nadia Kokni, senior vice president of global Marketing and brand communications at Hugo Boss. “If you’re used to the endless monotonous scroll, there’s still something spectacular about, ‘Is it or is it not real?’“