Video Projection Mapping is an exciting technique that allows us to turn almost any surface into a dynamic video display. Specialized software is used to warp and mask the projected image to make it fit perfectly on irregularly shaped screens, such as sides of buildings, large walls or other features you might find within a convention center or hotel ballroom. When done right, the end result is a dynamic projection installation that transcends an ordinary live-event experience.
3D projection mapping uses multiple projectors to create this effect. An algorithm is applied to the graphics or images, pre-distorting them to look un-distorted when applied to the object. Yes, it’s a lot of math. But the breathtaking outcome is worth it.
There are tons of great examples out there for your viewing pleasure. Here, the global retailer, H&M, brought their flagship store in Amsterdam to life with 3D projection mapping on their historic building. For over 3 minutes, guests and a gathered crowd enjoyed a surreal fantasy of light and magical effects, all put together with projection mapping. This AV technology transformed the building into a colorful dollhouse where nothing is what it seems, much to the delight of onlookers.
3D video mapping projection continues to advance. The surface doesn’t even need to be flat, as the technique can be used on moving objects, like people or other stage-design elements, as well. Your exhibit space can spring to life as visitors enter your conference, projecting the most up-to-date information on unexpected surfaces. As you call tell, it has wide appeal for branding, advertising, trade shows, museums, concerts, corporate events, and themed events.
Projection mapping has considerable appeal for all different types of companies and clients because it allows for a large-scale presentation at a cost-effective price. If you wanted to transform a building facade or space with vinyl, paint or any other medium, it would be very expensive and more permanent. But with 3D projection mapping, you have the ability to transform physical space in a non-invasive way without temporarily or permanently altering a structure. Since you’re not physically touching the structure, you have more production freedom. This is particularly helpful when landmark or historic legacy buildings are involved.
Given the current day and age, when traditional advertising and branding tools are constantly being re-evaluated, projection mapping has become a unique marketing tool and something you should definitely consider at your next event.