10 Years of Projection Mapping

Projection mapping is a technique that uses a projector to transform objects and spaces, of all shapes and forms into a display surface for video projection. This allows you to add a digital layer on a physical surface. Surfaces can be manipulated through the light and colour of the projection by mapping out the physical facade to add digital layers that fit pixel perfect on the chosen surface. Specialized software can map two- or three-dimensional objects that are designed in a virtual program.

This technique allows us to add extra dimensions, and movement to existing objects. Projection mapping’s older, initial name was ‘spatial augmented reality’. And it’s also known as videomapping. Whatever the name is, the principle remains the same: shining light from a projector onto a 3D surface as opposed to a flat surface and mixing the physical space with a tailored virtual identity.

Projection mapping transforms ordinary objects and buildings into mesmerising digital realities. Using the facade of a building to tell it’s story or creating a new realm on existing architecture is a beautiful way to communicate with your audience. For our project Old Masters, New Heroes we used the Ridderzaal building and its history as inspiration to convey the memorable events that took place in this location. Visitors were taken on a journey through time, being educated and visually stimulated at the same time. For 800 years, the Binnenhof has been the centre of power, heart of the democracy and the fundament of freedom. Nowhere else in the world has a government centre been operational for 8 centuries with such a strong connection to monarchy, art and culture.

Interactivity has become an important part of digitalization, allowing you to get even closer and becoming part of something bigger, rather than just being the spectator. There’s a dialog that occurs between a human being and a virtual reality, created by a computer program. In terms of digital art, this means that the artwork will achieve its purpose when a person is involved.

This creates numerous creative possibilities in the realm of art and technology to communicate. A beautiful example of this is work of the artist Zach Lieberman. His work revolves around art, science, technology and poetry. In Reflection Studies for instance, you can explore a simulation of light bouncing off shapes while playing around with different objects. We find it interesting to integrate different media together to create a new artwork.

Using projection mapping in collaborating with other disciplines, often creates unique and artistic experiences. A multidisciplinary approach, that offers new perspectives and surprises the audience with a unique show.

Because of the characteristic of our medium, we can transform spaces into other realities, making it an interesting contribution for theatre productions and other performing arts to look out for collaborations. We created such a digital backdrop if you will, for the theatre show Wild Geese. Our goal was to amplify the movements of the dancers and visualize the story, creating a new reality.

In 2020, projection mapping is considered a well known art form and is also popular in advertising. Living in a media-saturated world, people are looking for ways to cut through all the information and catch the audience’s attention. What better way to interact with your audience than through engagement and inspiration? And what better way to create inspiring experiences than having artists collaborate with companies in doing so. It gets customers involved and stimulates interaction. Digital media is an indispensable tool for companies to create brand awareness and ultimately attract new customers.

Over the years, we have collaborated with different brands to help them envision their story and create unique experiences. For the CES convention in Las Vegas, Bose introduced an experiential space to visualize the future of their brand. We designed a transformative environment, using projection mapping on one single block in a room. This block served as a centerpiece of the set, where the visual story was told. 

Sometimes a brand wants to showcase its product in a special manner. What’s more special than being invited to a VIP dinner hosted by Canon on an exclusive location in Amsterdam, where the room is transformed into one immersive experience? That’s what you can call a dining experience! For this occasion we transformed the ceiling of the Heineken Experience in Amsterdam, into a projection mapping event with dreamy colors and organic motion graphics, creating a sense of dining underneath the milky way.