Projection mapping goes back to the 1990s, in a rudimentary style. Since then, it’s brought a whole other dimension and interactivity to live events and brand activations.
O2’s Wear the Rose, Harrods’ Faberge Egg, EE, Nike and Heineken activations at/on Battersea Power Station and the Queen’s Diamond Jubilee extravaganza outside Buckingham Palace are among the benchmark big hitters, but the model keeps moving on.
For Neil Trenell, Managing Director at FIX8Group, it’s a maturing industry, high-output laser projection combining massive pixel density with graphics card technology across the event map. Unforgettable impact then, while making workflow more accessible, manageable and manipulable.
Projection mapping has become increasingly affordable and scalable too, without surrendering any of its impact.
“The trend now is for interactivity and for seeing things in real time,” Trenell explains, “a fusion of prepared and live feed, audiences influencing/controlling content with apps they have downloaded.” That means the contemporary system delivers a data dividend for organisers/brands on top of everything else and you can box much more clever budget-wise as well.
“Projection mapping doesn’t have to be on a massive scale like Madness on the front of Buckingham Palace any more. It can be an element on a client model for instance, an extra dimension for product launches,” Trenell explains.
“Companies want to be doing something different to the competition. They want to be able to change the narrative, make a real splash, and that’s really easy to do.”
Rich in experience, with profile activations for the likes of Maverick Sabre, JJ Productions, Nine Inch Nails, ITCH, Eurovision and Production North, no job too big or too small, FIX8Group has the tools to make the magic happen, with full service or part-service options. A spectrum of solutions for brands, conferences, exhibitions and all points between.
“People, or companies, that really know what they want to achieve from a project make for the most productive partnerships and collaborations,” Trenell says.