Add a whole extra dimension

The power of projection has certainly not been overlooked by big-name brands.

A popular ‘rave’ activation approach, projection mapping can make the impossible possible by delivering incredible visuals that both surprise and delight fans.

While highly costly and currently largely limited to night-time settings, daylight projection mapping is becomingly an ever-growing possibility. In time, the technology’s scope will be fully opened up, with projection-mapped products and displays becoming core to live events.

The art of turning objects into display surfaces for the purposes of video projection. Quite often, these objects are unusually shaped, such as buildings and outdoor locations.

Specialist software allows for a 2D or 3D object to be spatially mapped on to a virtual program, with this then mimicking the real environment it’s to be projected on.

The use of projection mapping is growing fast. American Express’ impressive celebration of tennis stars past, present and future dazzled attendees at the US Open. A number of big locations have now played host to interactive projection mapping campaigns, including Tel Aviv City Hall’s transformation into a giant game of Tetris.