What is Miirage?
Miirage is a holographic display company that specialises in capturing attention and delivering high-impact, with in-real-life experiences and no glasses required. Miirage is an attention magnet, making it ideal for showcasing brands, products, and campaigns in a way that people naturally stop to watch, film, and share. Beyond playback, Miirage can be used for telecommunications, gamified and interactive, including holographic AI assistants. Miirage turns attention into action by combining holographic-style content, interactivity, and guided customer experiences.
What is the Miirage Miracle holographic display?
This is the Miirage Miracle holographic display, the next evolution in display technology, featuring a holographic AI assistant. Experiencing Miirage is instant, creating real-life holographic illusions that capture attention. These displays can bring ads, people, or products to life as holograms and interactive experiences.
How is Miirage different from a normal digital screen?
Normal digital screens are 2D and look flat. Miirage brings the experience into the third dimension by adding depth. By combining the physical depth of the display, the technology, and purpose-built content, Miirage creates realistic holographic illusions that can make it look like a person is standing right in front of the viewer, or a product is floating in 3D space.
Is Miirage a “real hologram”?
While not a "Princess Leia" style projection, Miirage creates real holographic illusions.
What makes the image look like it has depth?
Behind the display is a physical space filled with light. That physical depth, combined with the transparent LCD and content designed specifically for the unit, creates a holographic illusion that makes it look like the subject is standing inside the display.
Where is the best place to stand to get the best effect?
The best thing about Miirage is you can stand almost anywhere and still get the full holographic effect. In fact, it often looks best when you move around, because the image “parallaxes” against the physical back wall, which helps the brain read it as real depth. The hologram’s apparent position can shift slightly depending on the viewing angle, distance, and even height.
Can Miirage be interactive?
Absolutely. Miirage has fully interactive capabilities. It includes a built-in touch display, camera, and microphone for two-way communication. It runs on a standard PC, which means anything you can control a PC with, you can control Miirage with too, including motion sensors, infrared triggers, hand-gesture systems, and more.
Can the display show products as well as people?
Yes. Miirage can show products as well as people. Products can be presented as rotating 3D-style visuals, hero shots, close-ups, or “floating” pack shots, so they feel more like they’re in space rather than just on a screen. It works just as well for fashion, footwear, cosmetics, tech, food and drink, and pretty much anything normally advertised visually.
Can a background be added to the content?
You can add elements to the background and it can be tinted with pastel colours, but if you completely fill the background behind a person or product, the image starts to look flat. For the holographic illusion to work properly, the person or product needs to stay isolated on a clean, flat background so the transparency and physical depth can be seen.
Can Miirage play standard 2D imagery or video?
Yes, Miirage can play standard 2D images or videos, and they’ll look the same as they do on a normal 2D display. This can be a useful creative technique: you can start with full-screen 2D content to set the scene, then reveal the 3D holographic content to create a stronger “wow” moment.
Who is Miirage for?
Miirage is for brands and advertisers who want to capture attention in the real world, and for retail and out-of-home partners who want premium, high-impact campaigns. At its core, Miirage is built to make ads, products, and brand moments impossible to ignore, and it can also power interactive experiences including on-screen AI assistants that inform, guide, and convert.
Who is the most likely customer for Miirage?
Miirage is more partner-focused than customer-focused. Our model connects us with high-footfall locations, out-of-home media owners, and retail media networks. We do not sell advertising space ourselves; instead, we partner with companies who sell media in a revenue-sharing capacity, giving them a premium holographic format they can offer to their advertisers.
Who is the most likely partner for Miirage?
The most likely partners are organisations that already control high-footfall real-world inventory and sell media into it, such as out-of-home media owners, retail media networks, and major retail or transport property groups. They partner with Miirage to add a premium holographic format to their existing media offering and monetize it through their current advertiser relationships.
What types of brands typically advertise on Miirage?
Any brand that already advertises in out-of-home or within retail is likely to advertise on Miirage. It is especially suited to brands that want to stand out, launch products, and run campaigns people naturally stop to watch, film, and share.
Is Miirage designed more for retail, attractions, or corporate spaces?
Although Miirage can be used in entertainment, attractions, and corporate telecommunications, the primary focus is retail and out-of-home advertising.
Is Miirage an out-of-home (OOH) advertising company?
No. Miirage is a holographic display technology company that partners with out-of-home media owners and retail media networks, giving them a premium holographic format they can sell to advertisers.
Can Miirage be used outdoors?
In the near future, yes. Miirage is working on an exterior protective casing that will enable the displays to be used outdoors. While it does not need a dark environment, direct sunlight can cause reflections that may wash out the illusion, so anti-reflective solutions are being developed.
Is it strong enough to be in public places?
Yes. Miirage uses a clamping mechanism that securely pins the unit to the floor so it can’t be easily moved or tipped. For higher-risk locations, it can also be ruggedised with additional protective armour to reduce vandal risk and make it weatherproof.
What is Miirage’s business model?
Miirage provides high-footfall locations with holographic displays and a fully managed service at no cost, enabling partners to unlock new revenue streams with no CapEx. We partner with media owners who sell advertising, and Miirage is paid a flat fee only when advertising is secured.
How much does a Miirage deployment cost?
It depends on the deployment and the partner model. Depending on the partnership, it can be free. Brands typically buy Miirage as part of a campaign rather than buying the hardware. If you’re a retailer or property owner, Miirage can often be deployed at no cost with compensation handled through revenue sharing.
Does it need to be dark for Miirage to work?
No, Miirage was designed to work in brightly lit environments and performs well with indoor lighting. The only thing to avoid is strong direct sunlight hitting the front of the display, as reflections can wash out the holographic illusion.
Does Miirage provide content and software as part of the service?
Yes. We provide both the software and the content services as part of the Miirage offering. We’re specialists in creating content for Miirage displays and can produce content for any campaign, including interactive experiences and AI-powered content.
Can I make my own content for Miirage?
Yes, we provide content guidelines and specs so your team or agency can produce Miirage-ready creative.
How do you create content for Miirage?
Reflections and shadows are key, as they push the person or object back into the system to make it look holographic. Content can be filmed with real people/products or created as 3D animations, as long as the subject is isolated on a flat white background.
What video file format does it take?
Miirage runs off standard video files, typically MP4 files at 30 frames per second.
Does Miirage run on a computer?
Yes, it runs on a powerful mini built-in computer inside the unit, though using an external PC is also possible.
How many countries does Miirage operate in?
Miirage is headquartered in London and has a presence in Saudi Arabia and Australia, with more markets expanding soon.
Can multiple Miirage displays be linked together as a single experience?
Yes. Multiple displays can be choreographed as a single experience with synchronised visuals across units, allowing for larger modular canvases and coordinated moments where content moves across screens.
What is Miirage Flex?
Miirage Flex is an upcoming, flat-packed modular holographic display system designed to let you build larger connected canvases for bigger activations. For example, connecting five displays together could create a life-size holographic car configurator.
Why is the Miirage Flex flat packed?
It is flat packed for easier shipping, storage, and deployment. It is also deeper than the Miirage Miracle, providing the physical depth needed to convincingly show larger-scale content like a life-size car or a swimming whale.
Can Miirage run synchronized content across multiple units?
Yes, units can be linked to play together as one coordinated experience across a network or in a single location.
Is Miirage content managed remotely?
Yes, we always have remote access to all displays to control and push content through cloud platforms.
Can Miirage run even if the internet goes down?
Yes. Content and AI assistants can be stored locally on the unit, so scheduled playback and interactions continue as normal even without the internet.
How reliable is the system for all-day use?
It is built for continuous all-day operation in public environments. Content runs locally, and we monitor everything remotely to ensure it runs reliably for years.
What is the name of the signature Miirage portrait display?
The signature portrait display is called the Miirage Miracle. It is built specifically for retail and out-of-home advertising but is versatile enough for a variety of experiences.
What are the different Miirage products?
Miirage offers the Miirage Miracle (signature portrait display), Miirage Flex (modular system), Miirage Mini (desktop format), and Exterior Armour (protective casing for high-risk/outdoor use).
What features does the Miirage Miracle have?
The Miracle is our signature portrait display featuring a 4K screen, infrared touch, a rear command-centre screen, and a built-in Windows 11 Pro workstation with 5G connectivity and integrated audio/camera hardware.
Can Miirage be moved easily, or is it fixed in place?
Miirage is on wheels and can be moved by a single person, but it also has a locking mechanism to fix it securely in place.
What are the technical specifications of the display?
It is a 4K display with infrared touch, a rear screen, and integrated speakers, camera, and microphone. Physically, it is 1,150mm (W) × 700mm (D) × 2,172mm (H) and weighs 150kg.
How big is the Miracle unit (what are the dimensions)?
It is 1,150mm wide × 700mm deep × 2,172 tall, designed to fit a full-size human being while using minimal floor space.
How much does the Miracle unit weigh?
The Miirage Miracle weighs 150 kilograms.
How much power does it need?
It uses a standard plug on normal mains power, with consumption similar to a household blender.
Does it need Wi-Fi or ethernet?
Displays can connect via Wi-Fi, Ethernet, or 5G to ensure they remain remotely accessible.
What is the speaker system like?
It includes a full-range speaker array, with options for directional audio to localise sound in busy environments or output to a larger PA system.
Does the unit have cameras or sensors?
Yes, it includes a front-facing 4K camera for two-way communication and engagement detection.
Does it have a microphone for voice interaction?
Yes, the Miracle has an integrated microphone that enables voice interaction for AI assistants and communications.
Can the display detect when someone is standing in front of it?
Yes, it uses GDPR-compliant AI detection software to measure engagement and trigger content when a person is present.
Is it difficult to make content for Miirage?
No, it is arguably easier than a 2D display because you don’t need to build a full environment.
What is the easiest type of content to create for Miirage?
Both live action and post-production are viable; filming 4K content simply requires a white cyclorama, camera, and lights.
Can it stream a live feed of a person?
Yes, this is one of its best uses, allowing a person to be live-streamed from anywhere in the world as a life-size hologram.
Do you need a special studio to film for Miirage?
A standard studio or even white photography paper works, as long as there is a clean white background and sufficient light.
How do you film live content for Miirage?
It is filmed like pre-recorded content but requires a high-speed internet connection. A white backdrop, production lighting, and a 4K camera (30fps) are used, often with clear perspex on the floor to capture real reflections.
Can brands reuse their existing video content?
While finished ads may not work exactly as they are, raw assets like footage, product shots, or 3D models can be easily repurposed.
Can Miirage convert normal videos into hologram-style content?
Yes, if the subject can be isolated and re-composited to take advantage of depth and transparency.
How long does it take to produce a Miirage-ready ad?
Creating a campaign for Miirage takes no longer than creating a standard campaign.
Can Miirage show 3D and 2D animation?
Yes, both work well as long as the content is isolated on a clean, flat background with correct reflections and shadows.
Can Miirage show real people filmed on camera?
Definitely; when filmed correctly, people appear life-size and feel like they are standing right in front of the viewer, which is why Miirage works so well for brand ambassadors, presenters, celebrities, and both live and pre-recorded appearances
Can Miirage show products?
Yes, products look captivating floating in mid-air and rotating, which is ideal for retail, launches, and premium product storytelling.
Can Miirage create interactive experiences, not just video?
Yes, the display can respond to presence, touch, and voice to run gamified content, guided journeys, and AI assistants.
Can Miirage connect to QR codes or links for conversions?
Yes, QR codes are used to drive viewers to product pages or redeem offers, turning attention into measurable action.
Can Miirage localize content by time of day or event?
Yes, creative can be switched automatically through scheduling and remote control for different times of day or live events.
Is the AI Avatar a real person or a fictional character?
An AI avatar can be an AI-generated character or built from a real person. It can use a specific voice, movement, and style, or be designed as a fully fictional character.
Can the AI Avatar be customized for a specific brand?
Yes, avatars are fully customisable in appearance, voice, personality, and knowledge to stay consistent with the brand. Everything is designed and approved in advance so the avatar feels like a natural extension of the brand and stays consistent across every interaction.
Can the AI Avatar support multiple languages?
Yes, they can detect and switch languages to deliver approved information consistently in international or multicultural environments.
Can the AI Avatar be a celebrity lookalike or famous character?
The avatar can look like them, move like them, sound like them, and speak like them. Essentially, it can be them, but powered by AI. If you can secure the permissions and rights, we can make it happen.
What can I ask the AI Avatar?
You can ask an AI Avatar anything, but it will only reply with information it has been trained and approved to talk about to ensure it stays on-brand.
Why can’t I ask the AI Avatar anything I want?
It is a closed system to ensure accuracy and appropriateness in public environments, keeping the experience focused and reliable. Everything it knows and says is intentionally designed to be useful, accurate, and relevant to this experience.
Can the AI Avatar answer questions about anything?
The AI Avatar can only answer questions it has been trained and approved to answer.
It’s a closed system by design, so it won’t speculate, go off-topic, or respond to things outside the experience. That keeps the information accurate, brand-safe, and appropriate for a public environment.
Why is the AI avatar on a closed system?
The AI Avatar is on a closed system to keep the experience brand-safe, accurate, and predictable in a public environment.
By limiting what it knows and can talk about, brands stay in control of messaging, tone, and compliance. It prevents off-topic or inappropriate responses, avoids misinformation, reduces operational costs, and ensures every interaction is useful and intentional.
Can an AI Avatar provide directions or wayfinding?
Yes, they can be programmed with venue information to provide directions and help people find their way around. It can be trained on store layouts, directories, events, or venue information, so it can guide people to what they’re looking for quickly and clearly, without needing a member of staff.
What happens if I ask an inappropriate question?
The AI Avatar simply won’t engage with it and reply with a standard answer.
Because it’s a closed, brand-safe system, it’s designed to politely ignore, redirect, or respond with a neutral fallback and guide the conversation back to something useful. That way the experience stays appropriate, on-topic, and enjoyable for everyone around the display.
Does the AI Avatar record my voice?
No. The AI Avatar does not record or store your voice.
Voice input is processed in the moment so the avatar can respond, and then it’s discarded. The system is designed for public use, with privacy and data protection in mind, and does not keep personal voice recordings.
Does the AI Avatar recognize me or store my data?
No. The AI Avatar does not recognise you and does not store personal data.
It doesn’t identify individuals, remember past interactions, or build profiles. Any interaction is handled in the moment and designed to be anonymous, so the experience stays privacy-first and suitable for public spaces.
Is Miirage using facial recognition?
No. Miirage does not use facial recognition.
The system can detect when someone is standing in front of the display to trigger content or measure engagement, but it does not identify individuals or recognise who they are. All interactions are anonymous and privacy-focused, designed to work safely in public environments without storing or tracking personal identity.
How does Miirage handle privacy and consent?
Miirage is privacy-first in public environments.
We use clear on-site signage, measure engagement anonymously, and we don’t use facial recognition or build personal profiles. If an experience requires opt-in, the user is clearly notified, for example after choosing to scan a QR code.
How does Miirage measure engagement without identifying people?
Miirage measures engagement anonymously.
It looks at things like presence, dwell time, and interaction counts, without identifying who someone is. No facial recognition or personal profiles are used, so brands get useful performance insights without collecting personal data.
Can Miirage be turned off or muted if needed?
Miirage can be turned off or muted either in person or remotely, giving full control over playback, audio, and interaction whenever it’s needed.
Can Miirage be used for emergency messaging?
Safety is very important, and to support crowd control, evacuations, or health and safety announcements, Miirage can be taken over to calmly and responsibly direct people to the right location.
How easy is installation?
Installation is very easy.
The unit is delivered ready to go, rolled into position, plugged into standard power, and connected to the network. Once it’s in place, it can be secured using the floor-clamping mechanism, content is pushed remotely, and it’s live. Very quick setup.
Where can I learn more or contact Miirage?
You can learn more or contact Miirage through our official website: miirage.com.
To find us on Google, search “Miirage hologram”. You can also reach out directly via email or via the contact page on the site to speak with someone about partnerships, installations, or campaigns.
How does the AI Avatar hear me in a busy, loud environment?
To provide targeted two-way communication where the display can isolate your audio amongst the crowd and you can hear the AI Avatar clearly without creating noise pollution to the surrounding environment, we use specialist directional speakers and beam-forming microphones. This setup is added as an attachment when using AI Avatar assistants.
How close do I need to be for the AI Avatar to hear me clearly?
You generally need to be standing right in front of the display, within 1 to 2 meters away. That’s the sweet spot where the directional microphones can focus on your voice, filter out background noise, and make the interaction feel natural, even in a busy environment.
Does Miirage use beamforming / microphone arrays (or directional microphones) to focus on the person in front?
Yes. Miirage uses beam-forming microphone arrays and directional microphones to focus on the person standing directly in front of the display.
This allows the system to isolate your voice from surrounding noise, making voice interactions clear and reliable even in busy, high-footfall environments.
Can the AI Avatar handle multiple people talking at once?
Yes, within reason.
The system is designed to prioritise the primary speaker standing directly in front of the display. If multiple people talk at once, it will focus on the closest, clearest voice and ignore background chatter. In very busy moments, it may ask for one person to speak at a time to keep the interaction clear and natural.
Can the AI Avatar be set to push-to-talk so it doesn’t trigger accidentally?
We can add a push-to-talk button, so it only listens when someone deliberately activates it. This prevents accidental triggers from background noise and gives full control over when voice interaction starts, which is especially useful in very busy environments.
If I ask the AI Avatar a personal question, can everybody else hear the answer?
This depends on the setup. AI avatars can be configured so sensitive or personal interactions are not broadcast to everyone around the display by using a directional audio attachment. This means that only you, or the people standing directly in front of the display, can hear the response, while people in the surrounding area will not.
Can Miirage use directional audio so the reply is mainly heard right in front of the screen?
Yes. Directional or focused audio attachments can be integrated into a Miirage display to create a narrow sound field aimed at the viewer. This means the AI Avatar’s reply is clearly audible to the person standing in front of the display, while sound spill into the surrounding area is significantly reduced.
Can the AI Avatar reply with on-screen text instead of speaking out loud?
Yes. The avatar can be set to display responses as text only, audio only, or a combination of both. Text responses can appear as subtitles, chat-style bubbles, or branded overlays on the screen.
Can we plug an external PC into Miirage?
Yes. Miirage supports external media players and PCs via standard video inputs such as HDMI or DisplayPort. This allows you to run custom software, real-time applications, AI avatars, interactive experiences, or third-party platforms directly from your own hardware.
Why is Miirage considered an “attention magnet”?
Miirage is considered an attention magnet because it combines physical depth, human-scale presence, and intelligent interaction in a way that breaks visual autopilot. Unlike flat screens that people have learned to ignore, Miirage content appears to exist in real space, which the human brain is highly attuned to noticing, especially in peripheral vision. Life-size figures and faces trigger subconscious social responses, while motion with real depth feels physical rather than digital, increasing dwell time.
How is Miirage better than a standard 2D screen for grabbing attention?
In measured comparisons, Miirage delivers 47% more attention, attracts 3.1X more people watching, and drives 32% longer dwell times versus standard 2D screens. That uplift comes from the way volumetric-looking content stands out in peripheral vision, feels more “physically present,” and holds interest longer, especially in retail and public spaces saturated with conventional digital signage.
How many more people watch Miirage compared to standard 2D displays?
On average, 3.1 times more people watch Miirage compared to standard 2D displays.
This increase is driven by Miirage’s perceived depth and physical presence, which interrupts visual autopilot and draws attention in environments where flat screens are often ignored.
Does Miirage increase dwell time versus standard displays?
Yes. On average, people spend 32 percent longer engaging with Miirage than with traditional 2D screens. The added depth, human-scale presence, and more lifelike motion encourage people to stop, look for longer, and engage rather than glance and move on.
Why is Miirage especially effective for retail (what is “retail theatre”)?
Miirage creates “retail theatre,” which is the use of spectacle, presence, and interaction to turn a retail space into an experience rather than just a point of sale. Instead of passively showing content, Miirage feels like something happening in the space, which increases dwell time, encourages exploration, and makes the brand more memorable. Retail theatre works because people remember experiences far more than signage, and Miirage allows retailers to create those experiences consistently, at scale, and without relying on live staff or temporary installations.
How does Miirage turn “idle time” into value for brands and venues?
Miirage turns idle time into value by capturing attention when people are waiting, queueing, or passing through, then converting that attention into brand interaction. It uses high-impact motion and human-scale visuals to make people stop and watch, increasing engagement versus standard signage. Brands can use that extra attention to tell a clearer story, explain products, run offers, or enable AI Avatar interactions, while venues benefit from a more engaging environment and a new, premium media revenue stream.
How does Miirage guide customers from attention to action (finding products, recommendations, wayfinding)?
Miirage guides customers from attention to action in two ways. First, through impactful advertisements that include clear calls to action and QR codes, allowing people to continue the journey on their mobile device, redeem an offer, join a campaign, or purchase directly, either on their phone or via a purchase flow at the display. Second, through an AI Avatar that can actively guide the next step by answering questions and directing customers to a specific store location, sending them to an online product page, enrolling them into a loyalty scheme, or capturing sign-ups for an event.
Can Miirage support directories, maps, inventory, events, or CRM integrations?
Yes. Miirage can connect to existing systems or custom back ends to display live directories and maps, show real-time or near real-time inventory availability, surface upcoming events, and integrate with CRM platforms. This allows the AI Avatar or on-screen experiences to guide users using up-to-date information rather than static content, including store lookup, product availability checks, event sign-ups, lead capture, and CRM-driven personalisation. The level of integration is configurable and designed to fit within a brand’s existing digital infrastructure.
Does Miirage provide data and analytics on engagement (questions asked, dwell time, satisfaction)?
Yes. Miirage can capture and report on key interaction metrics such as dwell time, number of interactions, questions asked, content viewed, and engagement patterns over time. For AI Avatar experiences, this can also include intent-level insights such as common questions, popular topics, drop-off points, and completion of actions like sign-ups or wayfinding requests.
Does Miirage look good on camera for social sharing (e.g., filmed on a phone)?
Yes. Miirage looks amazing on any camera or phone, so viewers naturally record it and share it. That viewer-led sharing extends campaigns beyond the location, creating additional organic reach and impressions without extra media spend.
Can Miirage be used for venue announcements like closing times, safety, or emergency guidance?
Yes. Miirage can be configured to override normal content and switch instantly to priority messaging when needed, including venue announcements, closing times, safety messages, and emergency guidance. This allows venues to communicate important information clearly and at scale, either through on-screen visuals, text, audio, or an AI Avatar delivering instructions. Announcements can be scheduled, triggered manually, or integrated with venue systems, making Miirage a flexible tool for both day-to-day operations and critical situations.
How much floor space does a Miirage unit need (footprint)?
A Miirage display only takes up 0.8 square metres of floor space, making it highly space-efficient for high-footfall environments relative to the level of attention and engagement it delivers.
What security features stop the unit being moved or stolen?
There are multiple security features in place. First, the standard unit includes a clamping mechanism that locks the display securely to the floor. Second, the Exterior Armour bolts directly into the floor, making the unit effectively immovable in public environments. Finally, Miirage uses tracking systems so displays can be monitored and located wherever they go, adding an additional layer of protection.
Is it a touch display?
Yes. Miirage is a 4K infrared touch display with highly accurate touch sensing. The touch capability can easily be disabled or enabled using the switch at the back of the display.
What can trigger an experience: touch, motion, voice, RFID, etc.?
Miirage can be triggered in many ways, including touch, motion or presence detection, voice activation, or infrared sensors. Essentially, anything you can use to control a standard PC, you can use to control Miirage.
Can Miirage support gesture / hand-tracking interactions?
Miirage can integrate with camera-based hand-tracking and gesture-recognition systems, allowing users to interact without touching the screen. This enables use cases such as swipe, point, select, or hover-based interactions, and is particularly useful in high-traffic environments, accessibility-focused installations, or situations where touchless interaction is preferred.
Does Miirage include an embedded PC (and what OS)?
Yes. The embedded system typically runs Windows as standard, which provides broad compatibility with AI avatars, real-time graphics, interactive software, sensors, and third-party platforms. Depending on the deployment, Miirage can also be configured to work with alternative operating systems or be driven entirely by an external PC if a client has specific hardware or OS requirements.
Does Miirage support cellular connectivity (4G/5G) as well as Wi-Fi?
Yes. Miirage supports both cellular connectivity (4G/5G) and Wi-Fi.
All displays are equipped with 4G or 5G modules as a backup to Wi-Fi and Ethernet, ensuring reliable, continuous connectivity to the display even if a primary network connection is unavailable.
What are the PC specs (specifications)?
Miirage continuously upgrades the embedded PCs with every new production batch, so the best way to confirm the exact specifications is to check directly in the PC settings on that specific display. Miirage uses high-spec mini PCs to run the system, which also enables hot swapping if a replacement is ever required.
What ports are available (HDMI in/out, USB, Ethernet, mic, etc.)?
Miirage displays include ports for USB 3 and USB 4, HDMI (input and output), Ethernet, headphone output, and microphone input.
This port selection supports a wide range of peripherals, external PCs, audio equipment, sensors, and network configurations for interactive and AI-driven experiences.
How do I access the PC?
The easiest way to access the PC is to walk around to the back of the display and open the rear command center. Inside, you will find a 24-inch monitor and a retractable desk for a keyboard and mouse, allowing you to work comfortably on the PC and access it without disturbing what is happening on the front of the display.
Is there a rear “command centre” screen for staff (client) control?
This depends on the agreement or partnership arranged with Miirage. In most cases, the Miirage team works exclusively on the displays to maintain, manage, and update them, ensuring consistent performance and correct operation.
Can Miirage be supplied in different colours/finishes?
As standard, the Miirage Miracle is available in Phantom Black or White Frost. However, Miirage can also custom-build displays and provide alternative colours and finishes on request to suit specific brand, venue, or design requirements.
Can we brand it with our branding?
The side panels of the Miirage Miracle are intentionally left unbranded, allowing partners to add their own branding in a large, visible format. If a brand wants a full brand takeover, the display can also be fully skinned using vinyl wrapping, enabling complete visual customisation to match the brand or campaign.
Can we build a set around it?
Yes. We love our displays to be integrated into custom-built sets, environments, or architectural features. It can be embedded into walls, stages, retail fixtures, exhibition builds, or scenic installations, allowing the display to become part of a larger physical experience.
Can Miirage do holographic video calls / telepresence?
Holographic video calls are one of the strongest use cases for Miirage displays. Because the person appears as if they are standing directly in front of you, Miirage enables natural, two-way communication without the remote participant needing to leave their home or city. This allows for more frequent and personal interactions while also reducing travel, making it a more environmentally responsible alternative by helping cut down CO₂ emissions.
What are “modular displays” and when do you use them (bigger canvas, cars, bands)?
Modular displays are made from multiple Miirage displays seamlessly connected together to create one larger canvas. They let you build wider, taller, or custom-shaped installations that fit the space and creative brief, rather than being limited to a single unit size. Modular displays are used when you need scale for big brand moments, automotive activations such as car reveals, bands and live performances.
How do you keep the AI Avatar’s answers consistent across every location (brand voice control)?
All avatars are trained on the same curated knowledge base, messaging guidelines, and tone of voice, ensuring they deliver the same answers regardless of location. Updates are made centrally and pushed across the entire network, so changes to messaging, products, or policies are reflected everywhere at once. The system is intentionally closed, meaning the AI can only respond within defined topics and language, preventing off-brand or inconsistent answers while maintaining a reliable, controlled brand voice at scale.
Can Miirage update the AI Avatar knowledge centrally and push updates to every screen instantly?
Yes. Miirage can update the AI Avatar’s knowledge centrally and push those updates to every screen instantly.
The AI system is managed from a central control layer, so any changes to content, messaging, products, or approved responses can be updated once and deployed across the entire Miirage network at the same time.
Where is Miirage based (headquartered)?
Miirage is headquartered in London, United Kingdom.
Where is Miirage currently deployed?
Miirage displays have been deployed globally across a range of high-footfall and high-impact environments. This includes retail installations at Selfridges in London and in Times Square, New York, brand activations in Tokyo, Japan, corporate lobbies in Riyadh, Saudi Arabia, and museum deployments in Melbourne, Australia. At Melbourne Museum, a holographic T-Rex exhibition using Miirage was originally placed at the entrance. It proved so engaging that it caused a bottleneck as visitors stopped to watch, and the installation had to be moved further into the lobby to improve flow. This is a clear example of how effective and captivating Miirage displays are at attracting and holding attention.
Who is the Miirage founder?
Miirage was founded by James Butler, who serves as CEO. He was soon joined by founding partners Barney Withers and Mark Lister, helping shape and scale the company from its early stages.
What happens if a Miirage display fails?
If a Miirage display fails, it is handled quickly and with minimal disruption.
Miirage displays are monitored remotely, allowing issues to be identified and diagnosed without needing to be on site. In most cases, problems can be resolved through remote resets, software updates, or configuration changes. If a hardware issue occurs and it cannot be fixed on site, we will hot swap the unit with a new display, ensuring the network is restored as quickly as possible.
Can the display be relocated easily?
Yes. Miirage displays are designed to be flexible and movable when needed. Should you wish to move the displays for a brand takeover or an activation, displays can easily be unclamped and moved to their new location temporarily and then restored.
How long does it take to put a new network in place?
The timeline to put a new Miirage network in place depends on the size of the rollout and the complexity of the locations, but a small network of 10 displays typically takes roughly 3 months. This includes manufacturing, international freight, customs clearance, local transport, installation, and testing.
What are the best lighting conditions?
Miirage works in pretty much any lighting condition. However, the optimum or ideal condition is a controlled lighting situation with consistent ambient lighting. Since Miirage is a light box, the darker the environment, the more it stands out and looks like a beacon.
What accessibility options exist?
Miirage can support a range of accessibility options to ensure experiences are inclusive and usable by a wide audience, including on-screen text and subtitles, text-only interaction modes, multi-language support, touch display options, and audio.
Can Miirage integrate with POS systems or ecommerce checkouts?
Yes. Miirage can integrate with POS systems and ecommerce checkouts.
This allows customers to move directly from engagement to action, including click and collect, online purchase, or in-store checkout. Miirage can surface live product availability, trigger purchase flows via QR codes or on-screen interaction, and connect to existing retail systems, reducing friction between discovery and conversion.
Can the AI Avatar escalate to a human?
Yes. If a question falls outside the AI’s scope or a customer requests human assistance, the experience can be handed over to a real person. This can be done through live video, a call connection, or by directing the user to staff on site or online. This ensures customers always have a clear path from automated support to human interaction when required.
What certifications or compliance standards do you support?
Miirage is designed to meet the relevant electrical, safety, and venue compliance standards required for deployment in public and commercial environments.
This includes compliance with CE and UKCA standards, appropriate electrical safety certifications, and adherence to venue-specific requirements such as fire safety, load bearing, and accessibility regulations. For each deployment, Miirage works with venues and partners to ensure installations meet local regulations and operational standards. Any additional certifications required for specific regions, sectors, or venues can be addressed as part of the project specification.
Can it be integrated into existing wayfinding and safety systems?
Yes. We can connect to venue directories, maps, and control systems to display live wayfinding information, route guidance, and location-based instructions. In safety scenarios, the display can override normal content and switch to priority messaging, aligning with existing emergency and safety systems. This allows Miirage to function as part of the venue’s operational infrastructure rather than as a standalone screen.
What are the recommended placement guidelines?
Miirage is best placed in any high-footfall environment. Displays can be positioned against a wall, built into a wall, or installed freestanding in an open space depending on the layout and campaign goals. Miirage displays also include a standard 2D display on the rear, helping to double the impact of the advertising placement by engaging audiences from both directions.
Can I buy a Miirage display?
Yes, our displays are available for purchase and can be shipped globally. We also have managed service subscription models and revenue sharing advertising models.
Can I use Miirage to advertise my brand?
Yes. Brands can book advertising space on our holographic network through our media partners or directly through Miirage. Campaigns are dynamic, scalable, and designed to capture attention.
Where are Miirage units installed?
We deploy units in shopping malls, transport hubs, retail stores, and corporate lobbies anywhere with high foot traffic where immersive storytelling can make an impact.
How is Miirage controlled?
Our displays can be controlled remotely through a cloud-based content management system, or directly in the command centre built into the rear of the display.
How can I get started with Miirage?
Getting started is simple, contact us through our website to book a demo or speak with our team about purchasing, subscription, or advertising options.
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