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We present the HoloVizio system design and give an overview of Holografika's approach to the 3D displaying. The patented HoloVizio technology uses a specially arranged array of optical modules and a holographic screen. Each point of the holographic screen emits light beams of different color and intensity to various directions. With proper software control, light beams leaving the pixels propagate in multiple directions, as if they were emitted from the points of 3D objects at fixed spatial locations. We show that the direction selective light emission is a general requirement for every 3D systems and the advantages of light field reconstruction over the multiview approach. We describe the 10 Mpixel desktop display and the 50 Mpixel large-scale system. We cover the real-time control issues at high pixel-count systems with the HoloVizio software environment and describe concrete 3D applications developed in the frame of European projects.