Howie Mandel is larger than life inside Skechers‘ Manhattan Beach, Calif. flagship store, thanks to a new immersive hologram experience.

The footwear brand and its ambassador teamed up with Proto Hologram Inc. on an interactive installation that adds “retail theater” to the shopping experience, according to Michael Greenberg, Skechers cofounder and president.

The experience — which blends entertainment, technology and retail — marks one of the first permanent Proto Hologram installations in a footwear store environment. Consumers can interact with the setup, take a selfie with the on-screen Mandel and unlock a promotion.

“We love technology. We’re a technology company. We wanted to expand it,” said Greenberg. “The demos are just the beginning of what this machine, and what Howie and other personalities, can do. With 6,000 Skechers stores globally, there is plenty of room for expansion, Greenberg noted.

David Nussbaum, founder of Proto Hologram, said he came up with the concept to allow a celebrity — or CEO — to appear like they’re physically in the room. The goal? “To create a connection with fans,” Nussbaum said.

For his part, Mandel discovered the concept online and reached out the Nussbaum to see how he could get involved. “[This is] a new platform for selling, informing, explaining and teaching … everything that we can do with retail,” said Mandel, who presented Greenberg with his FN Hall of Fame Award last year.

Mandel recalled how his Skechers deal came together in a very unexpected way.

“I’m just going to give you a little quick little story of why I’m here,” he joked while on stage at the FNAAs.
“About three years ago, I heard that Skechers had these slip-ins. I’m a germaphobe. I don’t like touching shoes, and I went to the store to buy slip-ins. I went up to the counter and the woman said, ‘Are you Howie Mandel? You’re obviously one of our ambassadors, right?’ And I wasn’t, but I said I was because she said I get a discount.”

Skechers and Greenberg became aware of the exchange, and from there, an actual deal transpired.

“So I am now telling the world that I’m a liar and lying will get you ahead, which I think is the underbelly of all retail,” Mandel joked at the FNAAs.