Datavault AI Inc. (DVLT) shares climbed in premarket trading Wednesday after announcing a collaboration that sounds like something out of a sci-fi movie—but it's coming to Fifth Avenue next year.

The company is teaming up with Riflessi, a luxury retail destination in New York City, to deploy holographic displays and spatial audio technology in what amounts to a high-tech makeover for high-end shopping.

How It Actually Works

Starting February 2026, Datavault AI will install its DVHOLO holographic displays and ADIO spatial audio systems at Riflessi. The goal? Let luxury fashion brands create immersive advertising experiences that do more than just look cool—they generate revenue through data-driven, customized content.

Here's the interesting part: Riflessi and its partner brands can use the technology to create holographic experiences that don't just showcase products, but actually track how customers engage with them. Think of it as Instagram analytics, but for holograms floating in a luxury boutique.

Fashion labels can preview upcoming collections to targeted audiences before official releases, supporting pre-sale campaigns and marketing pushes. It's essentially a preview screening, but for handbags.

Making It Measurable

Datavault AI's planned integration with NYIAX takes things further by enabling transparent, data-verified trading of immersive advertising. By connecting experiential inventory with NYIAX's marketplace, brands can buy and measure hologram and spatial audio ads using standardized contracts and validated performance metrics—moving beyond the old "trust us, lots of people saw it" approach.

The company also secured two new U.S. patents in December, expanding its intellectual property protections around blockchain-driven content licensing and monetization.

Price Action: DVLT shares were down 4.29% at $1.34 in premarket trading Wednesday.