Skechers has launched its first permanent Proto hologram retail experience at its Manhattan Beach store in Los Angeles.
At the centre of the experience is Howie Mandel, Skechers’ brand ambassador, presented through an interactive 3D hologram designed to create an immersive retail encounter.
Described as one of the first permanent Proto hologram installations in footwear retail, the concept enables Skechers to expand its in-store storytelling through interactive technology. Visitors can interact with a life-size hologram of Howie Mandel, take a “Proto selfie,” and receive access to a special promotion.
In addition, the hologram activation references the beginnings of Howie Mandel’s relationship with Skechers. Before joining as a brand ambassador, Mandel visited a Skechers store, took a selfie and joked that he should receive a discount for representing the label. The moment ultimately led to a partnership, with customers now invited to recreate it through selfies with his hologram.
Next, blending entertainment, technology, and retail, the hologram installation highlights how brands are reimagining physical stores as immersive, tech-driven destinations. Skechers president Michael Greenberg describes the 3D hologram as only the beginning, with ambitions to expand the experience to thousands of Skechers locations worldwide.
“Technology is at the heart of Skechers, so it’s natural for us to lead in pioneering innovations,” Greenberg said at the launch. “We see retail as theatre, and technology elevates that stage. Proto is just the first act in what this platform and the personalities it can bring to life will achieve.”
Powered by advanced AI capabilities, the Proto hologram operating system enables brand ambassadors to appear live inside the unit and interact with customers in real time, while AI-generated avatars can hold conversations in multiple languages. Similar immersive in-store hologram concepts have previously been adopted by brands such as Nike and Puma.
Additionally, with the permanent installation, Skechers expands its use of immersive technology as part of a wider effort to enhance the in-store customer journey. By combining holographic storytelling, interactive engagement and AI-powered communication, the brand is turning a traditional retail visit into a more memorable and participatory experience.
The launch also reflects a broader movement across the retail sector, where brands are increasingly investing in digital tools that blur the line between physical and virtual shopping environments, using innovation not only to attract footfall but also to strengthen brand connection and encourage longer in-store engagement.
