Princess Cruises has used a holographic 3D display to showcase its next-generation ship Sun Princess.

The HyperGram technology was used to provide a visual experience of the ship to shoppers in London – a first for the UK cruise industry, according to the cruise line.

The promotion – in partnership with Disturbed Media Group – appeared in the atrium at Westfield London in White City from the 3-5 December, and will be in place again from 18-19 December at King’s Cross.

The concept “aims to captivate passers-by with a realistic display combined with an immersive public experience”, Princess said.

Viewers see the exterior and interior of the ship, which is scheduled to launch in early 2024.

Sun Princess – the first Princess ship to be powered by liquefied natural gas – will spend its inaugural season in the Mediterranean.

Princess Cruises focused on ‘innovative marketing’

Princess Cruises UK and Europe marketing director Suzanne Korff said: “Princess Cruises is at the forefront of innovation, with our Medallion technology providing effortless, personalised holidays to our guests, and with Sun Princess as our next-generation ship, it made sense for Princess to be the first cruise line in the UK to partner with Disturbed Media Group on this exciting and innovative marketing activation.”

Disturbed Media Group co-founder Bailey Young added: “HyperGram has a strong reputation for connecting people to immersive holographic experiences that gather attention and that people remember.

“Technology is advancing faster than ever before and gaining the attention of the general public is becoming harder for brands.

“We introduced HyperGram in the UK, in the run-up to Christmas, to allow brands to break through the clutter and excite consumers in an innovative and interactive manner.”

Earlier this month (December), Princess revealed that 2024 is set to be the biggest UK and Europe season in the line’s history, with almost four million cruise nights available.