A Walk Through the World’s Largest Hologram Showroom

Just before the end of 2025, I travelled to Uxbridge, north-west London, to see Musion 3D’s newly opened World’s Largest Hologram Showroom (WLHS). The site is located within The Atrium, a conventional mixed-use commercial-technology building whose exterior offers little indication of the optical and computational systems operating within.

I was shown around the space by Ian O’Connell, a founding director of Musion 3D, and our conversation ranged from the practical constraints of large-scale holographic displays to how the technology has matured since the company’s early work in the 2000s.

The Atrium

The setting itself is instructive. The Atrium is an unremarkable commercial building: a conventional glass frontage and neutral internal spaces for workers and clients to circulate, with no architectural cues that it houses advanced optical display systems. This underscores an evolving theme in modern holography: it no longer requires bespoke theatres or monumental staging. Instead, it can be integrated into standard commercial settings with appropriate environmental control.