3D-Projection Mapping has been around for a while and, unless you have been back-packing in the wilds of Northern Canada for the last three years, you would doubtless have seen its usage in high-budget pop-concerts and product launches.
As the technology has increased in popularity, so costs to produce projection-mapped displays have fallen. Now, it is not just the wealthy corporations who have the budget to project their images onto large buildings to launch the latest vodka-derivative drink or hybrid utility vehicle. Entry-level pricing of around £5000 has made 3D-Projection Mapping an affordable consideration for the many rather than a exclusive, highly-coveted medium for the rich.
The technology relies on accurately mapping an animated 3D image onto a 2D surface.
Outdoor projection mapping, otherwise known as ‘Building Mapping’ uses animations, projected onto the surface of a building, to bring large environments to life. Clever graphics, played upon the building, can leave the viewer amazed as seemingly solid and straight walls morph into curves and change colours. Palaces are built brick-by-brick in seconds only to be destroyed and built again.
Brands can interweave a message into the animation, imaginatively presenting a product or service to the awed audience.
The use of centrally-located, high-profile buildings is a particular favourite for product launches and PR stunt-delivery. It ticks all the boxes, highly visible, impressive, environmentally friendly and latterly, giving a decent bang for the buck.
In the face-to-face, conference environment, the high-profile building is replaced by a carefully-considered stage set. Whatever set designed, Projection Mapping has the ability to transform it. With so many conferences looking to transform the behaviours and culture of their audiences, the technology readily strikes a resonant chord with many organisers.
And it’s just so engaging – distracting even – as clicking on the link below will prove.
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