TUI Suisse stages brand with 3D holograms
In April, TUI Suisse will be showcasing its brand in an innovative way at the Zurich HB and Basel SBB train stations. Using a holographic 3D animation in public spaces, the tour operator will bring its brand and various travel experiences to life, in collaboration with its technology partner HyperGram.
In April, TUI Suisse attracts special attention at two of Switzerland's largest transportation hubs. At Zurich main station and Basel SBB station, the tour operator is using an innovative form of brand staging and presenting a holographic 3D animation in public spaces. Passers-by are taken on a visual journey through different travel worlds, from city breaks and beach vacations to long-haul trips, safaris and cruises. The focus is on a novel, three-dimensional experience in which visual elements appear to float in space.
«With the holographic installation, we are deliberately breaking new ground in our brand communication,» says Philipp von Czapiewski, Managing Director of TUI Suisse. «The staging opens up new opportunities to present our entire range of offers in a compact and effective way and to inspire people to travel directly in their everyday lives. This creates a strong attention-grabbing effect that immediately arouses curiosity for vacation experiences.».
Dynamic journey through different travel worlds in 60 seconds
The holographic experience starts with a large, floating TUI Smile logo, which serves as a clear visual introduction. In the next step, the logo becomes part of the animation: a TUI airplane crosses the word mark, flies around a globe and introduces the transition from the brand to the various travel worlds that exemplify TUI's offer.
These include a city trip to London with Big Ben and a double-decker bus, a beach vacation with scenes above and below water, a long-distance trip to Thailand with a tuk-tuk, a safari with giraffe and elephant and a cruise with motifs from the Mein Schiff range. The sequences flow smoothly into one another and provide a compact, dynamic overview of the variety and flexibility of TUI travel products within 60 seconds.
The animation is shown every eight to ten minutes throughout the day. The experience is complemented by two screens on the side that invite interaction. Using a QR code, interested parties can take part in a travel competition in which TUI is giving away a city trip to London for two people.
The holographic TUI installation was present at Zurich main station from April 9 to 12, 2026 and can be experienced again at Basel SBB station from April 19 to 22, 2026. The hologram animation is being realized together with the British technology partner HyperGram, a brand of the Disturbed Media Group and a specialist for innovative digital out-of-home experiences and holographic installations in public spaces.
