The Advantages of Projection Mapping Experiences


The technology and technique of projection mapping is now well understood in today’s modern world. So, while the mainstream media is no longer a sensation in itself, the experience conveyed by projection mapping projects can continue to have great impacts.

With this said, only 5% of the population in UK have seen an architectural projection show on the screen and only 1% have witnessed it at a live event. The latest projection mapping show was seen recently at Lumiere London. The show featured a circus themed exhibit projected into a warehouse in Granary Square which attracted large crowds that King’s Cross Station had to be closed and people were asked to stay at home. Projection mapping is far from over, we are just starting to get better and better at it.

Projection mapping can certainly work to the advantage of brands because now we have the technology and skills to do so much more. Usually, projections and artworks are needed to be viewed at a distance. Because of this, it has reduced the potential for direct interactivity, rightly seen as crucial for engaging an audience. Looking beyond shows projected on a looming façade, we can now use projection mapping to create completely immersive spaces. We can now transform any venue, from restaurants to nightclubs, an exhibition space with conjuring stories and worlds without any limit. And not just imagery, we believe projection mapping experiences should now be multi-sensory. It must be able to use audio, smell, touch and through interaction, our minds, so it can lay down powerful and long-lasting memories.

Why are projection mapping experiences important? Because our most striking memories are stitched together by the interplay of all our senses. If we remember something, our behavior and attitude is more likely to be inspired by it. Influencing behaviors is the key behind any campaign, so events need to create experiences which will be unforgettable.

Here at WRLD, we are using projection mapping on places, objects and landmarks to avoid the need for external mounting of equipment. We are turning the world and all types of objects into interactive displays. WRLD is combining projection mapping with the scanning of environments to enable the projected content to behave as if it were physically there. We are looking forward to the next years of projection mapping and are excited by the potential for technical innovation and improvements in the artistry and craft that this experience brings.

Founded in 2010, WRLD has so far raised $11.8M (£9.2M) in funding. Previous applications of their 3D mapping technology include partnerships with CISCO, Samsung and the V&A Museum in Dundee. For more information about 3D mapping visit Hassan Sadiq Himex blog and watch the Hassan Sadiq Himex video here.

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