Projection mapping has entered a renaissance over the last several years. Always known as a dazzling grand spectacle, projection mapping is now recognized by industry leaders like Christie as a versatile tool for reshaping spaces large and small.
At one time, the words “projection mapping” might only have brought to mind colossal installations. But today, it’s making its mark in more intimate settings, such as in contemporary fine-dining eateries, corporate lobbies and hospitality, where company logos dance across walls to create an immersive brand experience.
Christie: With Projection Mapping, Space Isn’t a Barrier
Projection mapping’s evolution is particularly noticeable in retail. where limited physical space is no longer a barrier. Joel St-Denis, director of product management, Christie, notes that this reflects projection mapping’s maturation into a broadly applicable, practical solution. Businesses like home-improvement stores can showcase their product lines innovatively, without the need for extensive, expensive square footage. “Customers can customize kitchens via interactive tablets, making the experience innovative and practical,” he explains. “It gives a business, in this case, the ability to offer its complete product line without having to have it on the floor.”
What’s more, forward-thinking condominium developers are leveraging projection mapping to redefine the traditional model home tour. Imagine stepping into a blank room where, instead of being confined to viewing a single suite, a myriad of condo options can be projection mapped onto the walls. This innovative approach allows prospective homeowners to visualize and interact with a variety of designs, bringing floor plans to life without the need for multiple costly model units.
As we can see, projection mapping is not just an artistic marvel; it’s also a game-changer for how we experience products and spaces.
A Visual Narrative
Along with emerging practical applications of projection mapping, we can’t overlook its power to craft a visual narrative and open up innovative and engaging avenues for storytelling and to transform the ordinary into a compelling experience. As St-Denis explains, projection mapping is capable of creating large-scale, immersive spectacles that captivate audiences. Think, for example, about illuminating a skyscraper during a centennial celebration or transforming a corporate headquarters into a vibrant canvas for digital artwork. Projection mapping delivers experiences that are as unforgettable as they are visually stunning.
And, of course, projection mapping’s cost-effectiveness stands out, especially as compared to the prohibitive expense and impracticality of covering massive surfaces with LED displays. “Imagine trying to cover a 30-story building with some sort of display that isn’t projection,” St-Denis muses. “It’s going to be very cost prohibitive.” Additionally, projection’s unobtrusive nature ensures that, by day, buildings remain unchanged; by night, however, they seamlessly transition into showcases of vibrant artistic dreamwork.
As more organizations recognize the limitless upside that projection mapping offers, interest in the technology continues to grow for events, festivals and even traveling exhibits. “The projection mapping market is growing,” St-Denis declares. “We’re getting more interest year over year from people approaching us [and] asking how they can do something like that on a smaller scale for their art festival or traveling show.”
With its ability to make transformative experiences portable, projection mapping is carving out a niche in a market eager for innovative storytelling and sensory engagement.
The Fuel for Magic
With projection mapping, the true magic lies not just in the technology but, more importantly, in the content that fuels the experience. Having the right projection technology is clearly essential, but the heart of impactful projection mapping is a well-crafted content strategy, St-Denis declares. That’s why simply projecting a movie onto a building isn’t really projection mapping. That term is meant for a unique art form: using a surface as a dynamic canvas to tell a meaningful story.
Take, for instance, the idea of illuminating a statue. Such an application is not merely images flickering on a screen; it’s a 3D storytelling canvas where projections can trace the landmark’s historic construction with vivid imagery — for example, scaffolding and workers — bringing the monument’s past to life.
Similarly, there are important uses in the gaming industry. Projection mapping offers an innovative way to animate 3D printed character models at trade shows and street parades, allowing companies to dynamically alter a character’s outfit or appearance and create a captivating interactive showcase. “You can’t really do with something other than projection in that kind of environment,” St-Denis adds. Indeed, projection mapping has now advanced to the point of being able to projection map onto moving, animated characters!
That’s not even to mention enchanting theme park attractions, sports arena playing surfaces transformed into energizing fan entertainment experiences, or symphony and concert halls whose refined ambience can be elevated. Every day, projection-mapped digital artwork breathes life into venues like these, which offer a canvas for dynamic storytelling and interaction.
Projection mapping’s unobtrusiveness and impermanence makes it ideal for surfaces that need to meet versatile needs but that must maintain their original appearance when not in use. For example, think about ice rinks, which can transform into mesmerizing projection-mapped displays during pre-game activities only to seamlessly revert during the game itself. It’s something that costly, damage-liable LED floors could never replicate.
“Projection is perfect for multipurpose surfaces,” St-Denis affirms. “When not in use, it can be turned off, restoring the surface to its original look. There’s emerging LED floor technology for basketball courts now, [but] that’s very expensive compared to doing it with projection.”
Experienced Partners Like Christie Best for Projection Mapping
Projection mapping offers the potential for outsized success, but selecting the right technology manufacturer and systems integrator is crucial for success in any installation. Clients must take the time to find experienced personnel who thoroughly understand the complex logistics and technical demands necessary to create a compelling experience.
It’s wise to find a vendor partner that, like Christie, offers the comprehensive ecosystem of products and services required to support successful projection-mapping projects — everything from projectors to media servers and show control software. It’s also essential to find a vendor partner that has extensive customer-support capabilities and professional-services offerings. Christie, for example, offers regular training classes for free, where participants gain hands-on experience in how to troubleshoot and maintain projectors. The company’s training covers everything from disassembling and replacing components to how to build out maintenance schedules for high-use projectors.
Christie embraces a collaborative approach, going beyond merely providing displays and media services and, instead, partnering with integrators to reach the shared goal of achieving flawless installations. For example, the company’s in-house commissioning team works alongside integrators onsite, ensuring projects are set up correctly and operate smoothly, free from compatibility issues. This affirms Christie’s commitment to stand shoulder to shoulder with integrator and end user alike in bringing about an exceptional outcome.
Learn More About Projection Mapping
If you’d like to learn more about projection mapping, Christie has produced a primer with all the details you need to know. Visit the Christie website to read more about how the technology is being applied, ways to maximize its impact and how to find a vendor partner that, like Christie, can elevate your visual storytelling.
