What It's Like to Turn Yourself Into a Hologram

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

What It's Like to Turn Yourself Into a Hologram

Standing in a Century City WeWork, I watched as an eerily lifelike hologram was beamed in and silence filled the room.

Once a technology reserved for theater, holograms have become cheaper and more accessible for the masses. So as Zoom became the default office during the pandemic, WeWork turned to ARHT media to create work and conference spaces that didn't require everyone to jam in.


ARHT Media, a Canadian-based hologram company founded in 2012 showcased their technology to press last month. The technology is being made available to WeWork members at the Century City location. It's not inexpensive though and can range in cost from $5,000 to $25,000. But both companies think with the pandemic changing the way business is done, more executives will be willing to spend for the virtual interaction.

As part of the presentation, CEO of ARHT Media, Larry O'Reilly and VP of product extensions at WeWork, Carla D'Alessandro appeared in hologram form.

"I appear life-sized in high resolution, and there's no noticeable latency in the audio. As an audience member, your brain is telling you, 'I'm in the room,'" O'Reilly said.

"That's really what our goal is, to create the illusion that the person is actually in the room with you." (For example, last month ARHT Media beamed in a woman living in London to a wedding ceremony in Canada because she couldn't attend due to COVID-19 travel restrictions.)

ARHT Media created holograms for AT&T, sports channel ESPN, Live Nation Entertainment, among others. As part of their deal with WeWork, HoloPresence will appear in 100 of the coworking giant's office spaces across the globe by the end of 2021 (LA is the first).

HoloPresence allows for an individual to beam into multiple locations at once, as well as beam in speakers from different locations and bring them on stage together as if they are there in person.

The hologram has been around for quite some time. Perhaps most famously, the deceased rapper Tupac Shakur showed up at Coachella in 2012, much to the audience's delight (and shock). "While [the Tupac performance] created a good image, it required a large footprint, took a long time to set up and tear down, and was expensive to deploy," O'Reilly told the small crowd.

By comparison, HoloPresence's technology can be set up in a matter of minutes. Someone opting for the more bare-bones option needs a green screen and a condensed version of what's available at WeWork offices – lights, monitors and a 4K camera. ARHT Media has set up remote studios in professional soccer locker rooms, hotel rooms, and homes. WeWork, will provide the equipment for any customer wishing to use the tech.

Three and a half years ago, it would have cost $85,000 to use HoloPresence for a single session and required eight technicians between the display and capture studio. Today, it takes one technician to be present in each studio for the technology to run smoothly.

To create the holograms the 4K video and audio files are captured, compressed, sent over the internet to Los Angeles and played back to the audience within 0.3 seconds of them speaking.

Here's How it Really Looks

As part of the live demo, WeWork representatives rounded myself and other attendees into groups of five to guide us to their "capture and display studio."

While I waited my turn, I was greeted by lights, and a green screen draped from the ceiling to the floor. The capture studio was reminiscent of photoshoot studios I'd visit before every high school dance.

I sat down in the director's chair, and the technician mic'd me up. I was in awe at how clear and smooth the technology was working. Seeing my hologram for the first time was bizarre because I never thought this was possible. I always thought this type of technology was only used for important people.

When I saw my hologram, it felt like I was looking into a mirror. The hologram of me was so accurate that I was able to see the wrinkles in my shirt, to my overgrown roots, and strands of hair that were out of place.

The biggest "wow" factor for me, there was no latency from what's being recorded and what's being displayed. It feels more engaging than your average Zoom call and you'll no longer encounter the dreaded mute button, or delays between voice and audio sync. I'm really looking forward to seeing this technology widespread as it can eliminate huge travel expenses, reduce carbon footprint and offer a work-life balance.

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Genies Wants To Help Creators Build ‘Avatar Ecosystems’

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

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When avatar startup Genies raised $150 million in April, the company released an unusual message to the public: “Farewell.”

The Marina del Rey-based unicorn, which makes cartoon-like avatars for celebrities and aims to “build an avatar for every single person on Earth,” didn’t go under. Rather, Genies announced it would stay quiet for a while to focus on building avatar-creation products.

Genies representatives told dot.LA that the firm is now seeking more creators to try its creation tools for 3D avatars, digital fashion items and virtual experiences. On Thursday, the startup launched a three-week program called DIY Collective, which will mentor and financially support up-and-coming creatives.

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Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

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LA Tech Week—a weeklong showcase of the region’s growing startup ecosystem—is coming this August.

The seven-day series of events, from Aug. 15 through Aug. 21, is a chance for the Los Angeles startup community to network, share insights and pitch themselves to investors. It comes a year after hundreds of people gathered for a similar event that allowed the L.A. tech community—often in the shadow of Silicon Valley—to flex its muscles.

From fireside chats with prominent founders to a panel on aerospace, here are some highlights from the roughly 30 events happening during LA Tech Week, including one hosted by dot.LA.

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Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College and previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.

EV Startup INDIEV Links With Foxconn To Produce SUVs
Photo Courtesy of IndiEV

INDIEV, a startup based in Vernon, announced this week it will partner with Taiwanese tech conglomerate Foxconn to build its first prototypes of its upcoming electric SUV, nicknamed the INDI One.

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