Industry-leading hologram company hopes for Sioux Falls expansion

June 6, 2025

A company that offers immersive, virtual ways to visit a zoo is hoping to find a local franchisee in Sioux Falls.

Axiom Holographics has developed a hologram zoo concept, which takes guests on five laps of an approximately 5,000-square-foot facility with experiences in settings including Australia, Asia, Africa, prehistoric times and space.

Animals and environments are projected into a 60-foot tunnel and above guests’ heads as they experience virtual cherry blossoms falling around them or a T-Rex attempting to take a chomp.

Animals and environments also project off the ground in two enclosures while at times it appears things are floating. In a Christmas experience, for instance, guests see penguins sliding down a hill.

A sky roof shows animals coming down into the room from a ceiling — an Australian platypus swimming down or elephants stomping overhead.

Guests can take pictures and videos in a green screen-style photo studio to capture their experience.

The hologram zoo operates with five pieces of equipment, and the company behind it — which is based in Australia but has an office in Texas — is hoping to find a franchisee in Sioux Falls.

“Axiom Holographics is looking for entrepreneurs who may already operate a tourist attraction and wish to add it to their existing business, or someone who wants to open a zoo as a start-up,” said John Jackson, who works in sales and has South Dakota as part of his territory.

“In a state like South Dakota, we expect we could have two zoos because of the geography. For example, one in Sioux Falls and then perhaps one west of the river due to large numbers of tourists.”

There are about 40 hologram zoos sold globally, he said.

“Operators usually run two to three shows at one time, so customers come back to see new ones as they are released,” Jackson said. “Seasonal content, such as Halloween, is particularly popular. Think haunted houses, but with holographic creatures appearing around you.”

The company joined the Greater Sioux Falls Chamber of Commerce to get to know people and will hold a ribbon cutting next week.

“I think that by building relationships in the community we might meet our goal of finding the right entrepreneur,” Jackson said.

“When we finally have a Hologram Zoo in Sioux Falls, that site will likely also double as a hub for Axiom to demonstrate the zoo to other potential franchise customers. We have had some meetings about opening a Hologram Zoo so far, but we predict things will get busier once people know about us.”

Axiom Holographics is the world’s leading producer of hologram technology, he said.

“Usually, we build hologram rooms, tables and walls,” he said. “Our customers include Lockheed Martin, Chevron, and Honeywell. The Hologram Zoo is focused on directing our technology at the entertainment market.”

In 2024, Axiom Holographics won a gold Thomas Edison award for its technology. The company’s hologram zoo was named one of Time magazine’s best inventions of 2023, shared with Apple Vision Pro, the company’s new augmented reality glasses.

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