Projection mapping events rely on the space in which they are held. The space is as important as the mapped images and audio itself. I have seen a ton of this stuff in the last year, and seems to be gaining even more ground as we roll through 2011. The thing is, in many cases, the venue that is chosen doesn’t do justice to the video, audio, or brand image of the product or service being promoted.
Last night Bombay Sapphire got it right when they illuminated the Battersea Power Station in London. The shape of the building mirrors the iconic Bombay Sapphire bottles, the imagery, color pallet, and audio are all reflective of the brand and the target audience they are trying to reach. Designed and created by Drive Productions, an independent company that specialise in live events, they brought to life the Battersea Power Station for the first time since 1975.
A side note here. I am always curious about how long these things run. I can’t imagine this is a one time event. The development cost alone is huge, and any marketing director worth their weight would want to use this kind of thing more than once. If anyone knows how long this is actually going to run would you post a comment and let us know.