Coke Gets Immersive at Santralistanbul’s Galeri 1 in Istanbul.

Over the last few years as projection mapping has become all the rage for large scale product announcements, we have seen it go from novel, to immersive, to in many cases just projecting motion graphics on the side of a building.

Projection mapping has become so popular that with many examples you see today, the object that has something mapped onto it is no longer transformed. That object is simply a movie screen to shoot images on. So when I see something that truly transforms the space and the experience it gives me hope that the medium hasn’t jumped the shark.

For Coca-Cola’s 125th Anniversary Exhibition’s Future Room concept, Antilop transformed Turkish modern-art museum Santralistanbul’s Galeri 1 into an immersive environment by creating 90 square meter of 270-degree projection system. The video is impressive, but I’m sure it doesn’t do justice to the actual space. The motion graphics and animations that were created for this piece by Can Büyükberber for Antilop are really well done, and the 270-degree experience looks like it helps sell the visuals by allowing the floor and ceiling to become part of the working structure.

I’m not sure how I feel about Coca-Cola basically advertising in an art gallery and calling it art, but the work is impressive none the less.

Client:Coca Cola
Agency: Boogy
Location: santralistanbul
Date: 07.12.2011
Duration: 4’30”

Creative Directors: Refik Anadol, Maurizio Braggiotti, Efe Mert Kaya
Art Direction,Visual Artist : Can Büyükberber
Production Director: Serkan Arslan
Sound Design: Kerim Karaoğlu

Technical Company: Visions