Skechers has launched a permanent proto hologram installation at its Manhattan Beach store in Los Angeles, marking what it says is one of the first permanent uses of the technology in a footwear retail environment.

The new in-store feature brings brand ambassador Howie Mandel to life as a life-size 3D hologram, giving shoppers the chance to interact with him, take a “proto selfie” and unlock a promotional offer.

For Skechers, the installation adds a new experiential layer to the physical store, using immersive tech to drive engagement and create a more entertainment-led shopping environment.

The hologram concept also ties back to the start of Mandel’s relationship with the brand. Before becoming a Skechers ambassador, he reportedly visited a store, took a selfie and joked that he should get a discount for promoting the brand.

The new installation invites customers to recreate that moment.

Michael Greenberg, president of Skechers, said the business sees the technology as part of a wider opportunity to bring more theatre into retail.

The launch is the latest example of brands experimenting with new forms of in-store storytelling as they look to make physical retail more interactive and memorable.

Proto’s hologram system also supports AI-powered interactions, including live appearances and multilingual conversations, pointing to wider future use cases beyond static brand content.

Greenberg said the Manhattan Beach installation could be the first step towards a broader rollout across the Skechers estate.

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