Projection mapping is now an indispensable tool in the marketing and event sectors. 2D and 3D visualizations, transforming building façades, public spaces and event locations into huge projection surfaces, are very popular on many occasions
Many event planners seek out projection mapping for large outdoor events to give buildings and large structures a new, arty look. Of course there are also multiple ways to use projection mapping as a way to re-style your indoor event. We have compiled a few ideas to share with you.
Dynamic staging of conventional events
Industry halls, ballrooms, restaurants and conference rooms – projection mapping transforms every location into an individual and interactive space. Projection mapping can be used to deliver a real wow factor for conventional events such as conferences, where participants expect a plain white room with long tables and functional lighting. Picture this, you enter a conference room and instead of the usual blank surroundings you are suddenly in the middle of an illuminated forest listening to the sound of crickets and a light breeze? This kind of setting induces a new context to the event and is also not bad for productivity.
Visualisation through projection is also well suited for decoratively intensive events such as gala events. Take for example the theme “Arabian Nights”. Normally to stage an event like this you would have to dig deep into the decorations box to find carpets, wall hangings, divans and other oriental accessories to create the perfect atmosphere. But what if you projected the scenes of a real bazaar onto the walls as well as having matching background music? Your guests would be inspired!
Projection mapping is all good and well – but it’s expensive, right?
The examples given of a whole location with projection are of course costly. But don’t get carried away by all the temptations and plan realistically. Above all, if you start to plan to have 3D projections in you concept then things can get expensive very quickly. However, 2D projections in specific areas of your location already provide a really special touch.
Think about the places that your guests will often be and play this to your advantage. With a successful combination of conventional deco-elements and video projection a great and memorable event can be created. An entrance hall flooded in starlight or a bathroom in the middle of the jungle will not only surprise your guests but is also far cheaper than the full room projection of a large event space.
Fewer personnel and fewer decorations flatten out the budget
If you work with projection mapping in your deco-concept, the costs of assembling and dismantling are much lower. The storage and transportation of a few projectors is also cheaper than that of heavy props.
This is especially worthwhile if you host several events back to back in different venues. Instead of having a lot of on spot helpers, you only need a few people (or even just one) to align the projector and play the correct files. They can also be on tour with you and guarantee a consistent quality of projection.
A highly intensive conception phase means an increase in planning costs
The costs of projection mapping fall onto other areas. The conception phase can be more intense if you haven’t worked with this medium before. The exact mapping of the room(s) is not as complicated anymore thanks to new software, but it is still an important task for which know-how and experience are necessary. Many companies are therefore deciding to outsource the design and implementation to specialised external providers.
What does the future hold for projection mapping?
There is still much to be done in regards to the projection of pictures on walls, buildings or objects. Thanks to new technologies such as lightform, which dramatically simplify the measurement of buildings, objects and other surfaces, it will be possible to experiment with projection mapping in other sectors.
Detailed shop window decorations, animated dishes in restaurants or even interactive points of sale in retail stores, leave a lasting impression on customers and partners. Dynamic marketing concepts like these will be common in the near future. Augmented reality will not only function through VR glasses for much longer.
Another market with large potential is cultural events such as concerts, theatre and opera. In May 2017, Verdi’s “Rigoletto” took place in a stone quarry in St. Marghareten in Burgenland (Austria) with a brilliant projected stage design:
The possibilities of projection mapping are numerous and in the future will not only play a role in events but also in our day-to-day lives. Therefore, it is worth keeping an eye on these developments and to maybe plan your next event in a completely different way.