CHICAGO — Smash Booth Interactive Photo Studio’s HoloGlam — a hologram-style photo booth billed as the first of its kind for the events industry — launched at the Experiential Marketing Summit from April 14-16, 2025. Trade Show Executive connected with Jason Whaley, Smash Booth’s Creative Director, about how this new tech could change the game.
ANDREW: How was this tech conceived and created?
JASON: It actually started with a client who mentioned wanting a “futuristic theme” at their event. That sparked an idea: what if we could create a hologram-style video booth that felt like it belonged in a sci-fi movie, but was actually affordable and scalable for events?
I pulled from an old illusion called Pepper’s Ghost and spent a few days obsessively building a proof of concept. My wife was the first to tell me I had something way bigger than just a one-off event. From there, we scaled it into what is now HoloGlam.
ANDREW: How does this photo booth work?
JASON: Guests step in front of a video booth and record a short message or clip. That video is instantly formatted into a four-sided video and sent to guests, who view the hologram illusion on their own mobile device, no special apps or downloads, using a small plastic prism.
ANDREW: How is this technology unique in the trade show space?
JASON: There’s nothing like it. Most booths are still focused on flat screens and static swag. We’re handing out personalized holograms.
It’s interactive, novel and tangible. People crowd around to see what it is, then walk away with your brand literally floating in their hand.
It’s not just eye-catching — it’s memory-sticking. Just a couple hours into our EMS launch, most booth visitors were seeking us out, [saying] “Everyone was sharing their holograms at lunch, can I get one?!”, “Hey, is this where the holograms are?” [and] “Alright, everyone keeps telling me to come check this out.” This is the exact type of buzz companies seek at a trade show.
ANDREW: How can it benefit trade shows?
JASON: It stops people in their tracks and has them seeking you out. That’s the first win. But it also creates genuine engagement.
Instead of handing out a stress ball or a pen, you’re giving attendees a high-tech branded experience they’ll actually keep and share. Plus, the video content can be customized, you can collect data, share marketing messages or drive social sharing. It’s lead gen meets wow factor.
We let attendees record their own clips and walk away with personalized holograms, but we also used it to highlight how flexible the booth is for branding. We branded the video content, the device [and] even the take-home packaging.
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ANDREW: How have attendees reacted to it?
JASON: Genuine surprise. Jaws dropping. It was seriously the most fun I had at an event in a long time, watching the expression on people’s faces when they saw it for the first time.
Most people don’t expect much from a “photo booth,” and then they see this and go, “Wait… what is that?” They lean in. They ask questions. They want to try it. Many came back later just to show someone else.
ANDREW: How does this technology work as a sponsorship opportunity?
JASON: Absolutely. The branding potential is huge.
The videos can be co-branded, the take-home holo-prism can feature a sponsor’s logo and the whole experience can be wrapped in the sponsor’s messaging. It’s an easy yes for any brand that wants to stand out and actually be remembered.
ANDREW: What advice would you give to a show organizer who is interested?
JASON: Make it part of your activation strategy, not just a booth gimmick. Think about where foot traffic is, what message you want to deliver and how to incorporate interactivity.
HoloGlam works best when it’s used intentionally as a bridge between entertainment and marketing.
We also have a “virtual” concept, which is a stripped-down version. Guests can be given a holo-prism upon entering an event, or in a welcome box or even swag-bag with an attached QR to a virtual video booth, that can capture, render and display the effect all from the user’s smart phone … no photo booth required.
