3D Mapping – A Spectacular Technology for Creating a Wow Effect

Spectacularity and conceptuality are the two priorities on which modern events in various fields are based. Light and laser shows, 3D mapping, holographic installations, interactive displays – these are the tools that will make any event spectacular and meet the growing demands of society.

Modern events in the event industry are increasingly held using high-tech tools to create a wow effect. Show programs with invited show business stars no longer surprise anyone. The global trend toward digitalization is blurring the line between the real and virtual worlds. 

And while light and laser technologies are already widely used, 3D mapping is not so popular. How does video mapping differ from laser projection? What are the specifics of its creation? Where can it be used? We share the answers to these interesting questions with you.

Complex terms in simple words

3D mapping is called different things (video mapping, video projection, projection mapping, 3D projection, projection show, etc.), but all these terms refer to a special technology of audiovisual art with unlimited artistic potential.

3D mapping on a building

This is a three-dimensional (volumetric) video projection onto a real object (flat or relief) taking into account its shapes and position in space. Artistic interpretation turns it into a dynamic video screen, modifies visual characteristics, creates the illusion of mobility of a real object, its transformation or metamorphosis. The object can be a building facade, interior of a room, a car or any other item, even a person and their body parts.

With the proper level of preparation, you can bring the most fantastic ideas to life, creating a virtual world in reality. For example, an unremarkable conference hall can turn into a tropical jungle, a building facade can suddenly 'collapse' before the eyes of the audience, and a human face can become a living cartoon character.

Festival "Krug Sveta", 3D projection on the Bolshoi Theatre

Types

Depending on the object onto which the projection is directed, there are different types of 3D mapping:

• architectural – onto walls or facades of buildings and other complex objects (bridge, tower, ship, airplane, etc.);

• landscape – onto natural objects (rock, tree, cliff), this can include 3D mapping on water objects, which has been actively developing recently;

• interior – onto walls, floor and ceiling inside a room;

• onto small objects – wedding dress, cake, monument, installation, car, etc.;

• interactive – a new niche in which the main role is played by a person: with the help of various tools, the viewer directly influences what the projection displays.

Another separate type is video projection onto a human face, or 3D face mapping. One of the first to use this technology was Lady Gaga in her performance at the Grammy Awards in 2016. At the beginning of the act, a close-up showed the artist's face, down which molten gold was flowing and a large spider was crawling.

3D face mapping, Lady Gaga

A special group includes hologram creation technologies, which are still not widely available on the Russian market. To recreate a hologram, special high-tech equipment is needed that combines several projections on stage for 'seamless' image transmission. Of course, the appearance at an event, for example, of a legendary personality from the past, a fantastic character or a revived logo that move and even speak, will cause a real sensation among guests.

This happened, for example, in St. Petersburg in 2012 at the Future in Russia exhibition, where Viktor Tsoi "sang" one of his hits. And at one of the concerts of the group "Leningrad", several Sergey Shnurovs appeared at once! Or on the stage of the Billboard Music Awards 2014 ceremony, Michael Jackson himself "performed"! One of the latest cases of using a real-time hologram was the Audi Cup press conference in 2017. At it, the main speakers were present on stage as high-quality holograms that sat on chairs and even communicated with journalists.

Such technologies open up broad prospects for use in the event industry. The only drawback is the high cost of such shows.

What to consider when creating a video projection

3D mapping is truly an incredible spectacle that captures the attention of all viewers, and afterwards gathers millions of views of the video on the internet. Its use at an event requires significant financial investments. To make these costs worthwhile and the show captivating and effective, it is important to consider several factors when creating a video projection:

• Timelines. Plan sufficient time for creation, because it is a very complex and lengthy process that involves a whole team. On average, a 4-minute video takes 4-6 weeks.

• Surface relief for projection. If the object has too deep depressions, creating a graphic video sequence for it is much more difficult, and the projection quality for full audience coverage may decrease. The smaller the difference in surface depth, the easier for the creators and the better for the viewers.

• Duration. A too short show may simply not be understood by the viewer, while a too long one may cause fatigue. The ideal time is 5-15 minutes. Although the quality of content and the overall environment also directly affect perception.

• Direction. Think carefully about the point from which the viewer will observe the show, whether each participant will be able to visually take in the entire performance, whether they need to turn their head in different directions, etc. Ideally, each viewer should fully see all elements of the projection, regardless of their position at the venue (near or far, in the center or to the side).

• Sound. Sound accompaniment significantly enhances the effect, whether it be sounds that confirm the action of the picture (for example, the sound of breaking glass, birdsong) or simply background music that creates a certain atmosphere.

• Cost. Analyze in advance whether your budget allows such expenses. And remember: it is better to do less, but with higher quality. Although experts predict an increasing reduction in prices for such productions every year, and therefore an increase in their use at events of various levels.

• Video and photo shooting. Extend the life of your product: create a video and post it online. This way you will additionally advertise your event, increase its reach, and fuel interest in it even after it ends.

World practice of 3D mapping: striking examples

The premiere of Season 7 of "Game of Thrones" in Los Angeles did not go without a spectacular show. Studio Bart Kresa created 4 animated videos shown on the walls of the Walt Disney Concert Hall. There were images of the main characters, the Weirwood tree in the Enchanted Forest, and the Night King with a chilling gaze. But the biggest impression on the audience was made by the fire-breathing dragon sliding along the facades.

3D show at the premiere of Season 7 of "Game of Thrones"

The project "Living Painting", created through the collaboration of artist Pete Barber and digital artist Rebecca Smith, combines 3D projection and a hand-drawn image that "comes to life", acquiring new colors, forms, and effects.

Project "Living Painting"

Go2Productions combined art and technology with 360° projection mapping at Metropolis, Metrotown, the largest shopping centre in British Columbia. Colourful 3D illusions captivate visitors, while the mirrored floor and ceiling enhance the infinity effect, immersing them in an unreal world.

360° projection mapping

Christie Digital used 3D mapping to transform Vancouver's Cambie Street Bridge into a virtual ocean to draw public attention to salmon migration issues. The colourful show was created with 8 projectors and broadcast all summer.

Vancouver's bridge — a virtual ocean

In the near future, audiovisual 3D shows will become more in demand not only as a spectacular sight at mass events, but also for marketing purposes, for corporate events, advertising and PR. 3D projection technologies open up great opportunities for organisers to bring fantastic ideas to life in a wide variety of locations. After all, today the main trend in event design is light. 

The team of specialists at Aventura event agency will bring to life any ideas for holding an event in an unusual format. We use the most advanced technologies and fashionable event trends in our practice. We will be happy to help you plan the event programme, an interesting script and implement it with all necessary support. Stay on trend in the event industry with us!