Watch: Retail Week's April Fools' Day product launch revealed

The groundbreaking initiative – Retail Week Hologram – means readers can choose one of our journalists to deliver them the news in hologram format.

Retail Week editor-in-chief Chris Brook-Carter said: “Now you can take Retail Week’s reporters with you to your office, boardroom, bedroom or bathroom.”

He added: “The size of our Hologram will enlarge with the size of our story. So the bigger the breaking news, the bigger the reporter.”

The platform uses Digital Universal Pixel Extrapolation technology which allows the light from the screen of your phone to focus on a point in space and create the image of a person.

Watch the video above for a demonstration of this technology.