Country star Dierks Bentley expands whiskey hologram promotion
A life-size hologram of country music superstar Dierks Bentley is making an appearance at a second airport.
Through Friday, July 31, 2026, travelers at Nashville International Airport in Tennessee can receive advice on where to find limited-edition Row 94 whiskey products courtesy of a Dierks Bentley hologram. The hologram will greet travelers and direct them toward sampling opportunities and drink specials featuring Row 94, Bentley’s Kentucky straight bourbon whiskey brand, at The Pharmacy Burger Parlor location in the airport.
Bentley debuted the hologram in September 2025 at Louisville Muhammad Ali International Airport in Kentucky, where Row 94 is made. Its second airport location, Nashville, is where Bentley lives and is also the location of the historic Music Row, where Row 94 draws its name.
[READ MORE: Country star Dierks Bentley promotes whiskey — as a hologram]
PriceWeber, a Kentucky advertising and marketing agency created the activation for Row 94, while the hologram was developed by holographic communication platform Proto Inc.
“As a former commissioner and friend to the airport for many years, we’re excited to have Dierks Bentley’s Row 94 hologram to welcome travelers this summer,” said Doug Kreulen, president and CEO of the Metropolitan Nashville Airport Authority. “This installation offers an authentic Nashville experience and supports our ongoing commitment to enhancing the passenger experience from the moment they arrive.”
Skechers, Matin Kim deploy holograms
Skechers also recently unveiled a hologram activation featuring Proto Inc. technology at its Manhattan Beach, Calif. store in partnership with Howie Mandel, a judge in the long-running “America’s Got Talent” reality TV competition.
The footwear brand is permanently installing a life-sized, interactive and immersive 3D Mandel hologram designed by Proto Inc. at its Manhattan Beach location. Customers can interact with the hologram, take a “Proto Selfie” with it, and obtain access to a promotion through the experience
In addition, South Korean fashion retailer Matin Kim has installed Proto Inc. virtual reality hologram technology at five of its Matin Kim and Hago Haus stores.
The hologram models can move and turn 360 degrees to show outfits to shoppers and have built-in cameras, microphones, speakers and touchscreens, as well as AI capabilities. The avatars can also be activated to answer questions for shoppers about products, in any language, using Proto AI tools.
In the future, Matin Kim intends to be able to beam hologram versions of live special guests into its stores with the ability to see, hear and interact with shoppers in real time.
