How Billboards went from ‘Visual Polution’ to a Stunning Rear-Projection Mapping Display in Brazil

With help from Christie and Founders, a Brazilian integration company, Citibank’s flagship branch Nova Faria Lima in São Paulo installed the largest rear-projection mapping display in Latin America and the city’s only billboard.

CI Staff

Projection mapping has become quite the popular technology, with Jaguar, NHL stadiums, Cirque du Soleil and other big-name organizations using the technique to wow audiences and customers.

Projection mapping is also being used to create stunning billboards in various cities across the globe, including in São Paulo, Brazil, where many citizens are seeing projection mapping in-person for the first time at Citibank’s flagship branch Nova Faria Lima.

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With help from Christie, Citibank’s flagship branch Nova Faria Lima is now boasting the largest rear-projection mapping display in Latin America, with 250 square meters of permanent projection in its glass façade. One of the biggest cities in the world, São Paulo banned all billboards in 2007 to fight what it saw as the growing problem of “visual pollution.”

As a result, Nova Faria Lima and Founders, a Brazilian company that is part of the JChebly group,  came up with an innovation-driven project to produce a new billboard concept approved by the Clean City Law, making it the only billboard in town.

Nineteen Christie DWX555-GS laser phosphor projectors with 1DLP technology were installed at the façade of the office in a rear-projection set-up, producing an impressive 100,000 lumen projection mapping over the glass façade and the laterals of the office, covering an area of 250 square meters.

citi

“We needed very powerful projectors to offer the best quality image, and that’s why Christie DWX555-GS projectors served us perfectly.”

Featuring laser phosphor illumination and equipped with 1280 x 800 WXGA resolution, the Christie DWX555-GS eliminates the need for lamp and filter replacements, providing 5,400 ANSI lumens and 20,000 hours of low-cost operation with a small footprint, low-weight, quiet operation and a full suite of lenses.

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The 24/7 projection is a permanent source of information, entertainment and culture where media artists, poets and designers are invited to create unique digital contents stating their views, opinions and love for São Paulo. In doing so it has emerged as a powerful platform that connects the city and its citizens.

“We are thrilled with this project, which has become a unique attraction in São Paulo, and the partnership with Christie was a key point for us. From the moment of pre installation until after installation, Christie’s team was present to ensure that the entire project would be a success.”

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