The low-cost hotel chain is claiming to have created the world’s first ‘augmented reality hotel’ by using cutting-edge technology to bring virtual versions of Britain’s top athletes to life.
Virtual spin: BMX World Champion Shanaze Reade can be 'seen' performing tricks in the hotel's lobby
From today, guests at the Holiday Inn London Kensington Forum will be able to use their smartphones or tablets to see athletes in virtual action in the reception, corridors and bedrooms.
When the devices are pointed at specific sites in the hotel, the athletes will appear on the screen.
BMX World Champion Shanaze Reade can be seen performing tricks on her bike in the lobby, while Paralympic table tennis world number one Will Bayley hits table tennis balls behind reception.
Meanwhile, UK long-jump record holder Chris Tomlinson can be seen to jump in a corridor. And leading windsurfer Dempsey will - somewhat bizarrely - do his thing in the hotel's bedrooms using a bed sheet.
Surf's up: Nick Dempsey meets his virtual self in one of the hotel's bedrooms
Guests will also be able to have their picture taken with all four of the athlete ‘auras’ at the hotel.
Dempsey himself seems enthralled by the off-the-wall project, saying: ‘Being able to pick up your phone and see athletes appear as if they were right in front of you is unbelievable and a great way to get people excited about the London 2012 Olympic and Paralympic Games.’
See if you agree by watching the video below, which explains how the images were created.
The virtual stars can be seen for the next two weeks at the hotel. To find out more visit www.facebook.com/HolidayInnUKIreland.