Sixteen:Nine - All Digital Signage, Some Snark

David Nussbaum, PORTL

January 29, 2020

David Nussbaum has years invested in the whole idea of creating what are called holograms - but aren't - for high profile concerts and other events.

If you remember seeing video of the Coachella festival a few years ago, and rapper Tupac “coming back to life” to perform, that was done, and many similar events that followed, using a very old visual trick called Pepper’s Ghost.

Nussbaum was part of the company that bought the patents right after the Tupac event, and he had a hand in nearly all the holograms that came after it for the next few years. Nussbaum then went on his own, creating a company that does that same sort of thing, but in a very different way, and a very different business model and proposition.

He took transparent LCD display technology most commonly used for grocery fridge marketing, and tweaked the hell out of it to create more, better light and visuals.

The result is a company called PORTL and product he calls Holoportl, which does what he calls single passenger holoportation.

That sounds way too Star Trek-y for me, but in simple terms, his company has developed a process to capture people on camera and show them in lifelike size on one of his closet-like display display units.

The idea is that someone - let's say a politician - could make a personal appearance, talk and field questions, without going there.

There are a bunch of potential applications for this sort of thing, and while this is not pure digital signage, one of these units could absolutely find a home in a flagship store.

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