Projection mapping utilizes conventional video projectors but does not project light on a flat screen in order to present, say, a powerpoint presentation. Instead, the light that is generated is formed onto any surface of the person’s choosing, transforming conventional three-dimensional objects, such as an automobile, into an interactive display. In essence, then, projection mapping consists of displaying imagery onto a surface that is non-white and not-flat as well. Originally known as video mapping or spatial augmented reality, projection mapping is a truly revolutionary form of technology that has taken the business world by storm.
That is, with projection mapping the sky is literally the limit, as businesses can use it for gaming, computing, film, decorations, theatre, live concerts, and persuasive and engaging advertising campaigns and events. As such, physical objects and the virtual content that the company wishes to present can be aligned perfectly with some elbow grease or proprietary software. Here, we will discuss projection mapping for businesses and everything you need to know about this versatile and state of the art technology.
The Benefits of Using Projection Mapping in Events
One of the chief benefits of using projection mapping for events is that it can allow a business to mesmerize its clients or prospective clients or attendees via top of the line technology. By doing so, an enterprise can help foster better client or attendee engagement with the branding and messaging that the company wishes to market or convey. In fact, the return on investment that is associated with this revolutionary form of technology is quite remarkable and has allowed companies to enjoy greater customer engagement, social shares, and publicity as well.
Furthermore, projection mapping is essentially an interactive advertising medium, allowing users and attendees to engage and interact with the technology in profound and engaging ways. The content marketing experiences that can be created are nearly endless and are only limited by the creativity of the marketing team involved.
Moreover, businesses can create truly timeless and memorable moments with their clients by properly using the nearly infinite potential of the blossoming medium, and it is a very shareable advertising medium, in the sense that it really lends itself to being shared on social media platforms, with particularly creative projection mapping presentations going viral in record time.
In sum, when projection mapping technology is used as intended, it will allow businesses to enjoy a remarkable return on their investment in the form of publicity, social shares, and client engagement.
Things You Need to Consider
There are a few things you need to consider before implementing the projection mapping technology at your disposal. For instance, you will need to consider your budget, as you will want to work within it. You will also need to consider what you will be projecting, as you want to maximize the space that you will be using to showcase your presentation.
That is, you will need to find out how large the venue space that you will be using will be as well as determine what you will be presenting in your presentation. Finally, you will also need to determine how far along you are in planning the event, as you don’t want to be too ambitious or stretch your resources too thin.
Some Creative Projection Mapping Ideas
In Japan, an art collective known as TeamLab used cutting edge projection mapping technology to fabricate a magical fantasy world at the Digital Art Museum, situated in Tokyo. The goal was to create a virtual realm that was without borders, and the team created different scenes and concepts and allowed them to flow together in a seamless manner. In other words, the artwork was allowed to move freely from one room to the next, in order to form meaningful and memorable interactions with the people who attended the event.
Even other works of art were influenced by the team’s artwork, as the artwork on display at the exhibit would interact, influence, and even intermingle with each other in fascinating ways. Interestingly, TeamLab had 10,000 square meters of space to work with, and brought their ambitious vision to life using 470 projectors and 520 state of the art computers.
Argentina celebrated its bicentenary in grand fashion by using projection mapping technology to promote national pride. To do so, massive projections were displayed on one of the country’s biggest and most famous buildings. Known as the Palacio Barolo, the building was said to be inspired by Dante’s Divine Comedy, and the projection mapping involved the silhouettes of beautiful figures that danced in an animated and festive fashion.
The Future of Projection Mapping
Projection mapping is considered by many technology analysts to be the future of advertising and is primed to take the marketing industry by storm in the next few years. A revolutionary and innovative form of tech, projection mapping allows users to be in full control of the content that they wish to produce and present. Clients will also be able to experience something that is novel, unique, and far beyond the depths of their imagination.