When looking for ideas and inspiration for my project, I decided to look at some of the ways projection mapping is currently being used across a variety of different sectors. Moreover, having a good understanding of this will allow me to find more innovative ways of bringing projection to any future projects.
Retail
With the rise of interactivity, it appears that most retailers are looking for more innovative and engaging ways to engage with their target audience and stand out from competitors. Nowadays, we are beginning to see the formation of the ‘immersive store’, as big brands are utilising their stores to provide consumers with the immersive experiences they’re craving (Reality Interactive, 2017). By incorporating the use of modern technology into these untraditional forms of interactivity, brands are thus able to better form a personal connection to their audiences.
Below are just a few of the many brands that have already made use of this technology in their marketing campaigns.
At the beginning of the year, athletic giant Nike opened a brand new 55,000 square foot shop in Soho, London, which experimented with digital technology and live installation work to allow customers to experience the full effects of their products (Retail Interactive, 2017). With a 400- square foot football court and simulated treadmills for testing shoes, the concept lay heavily on a more personal and futuristic form of shopping (Retail Interactive, 2017). Although for my project I will be projecting across the entire window and not onto any still objects or models, learning the basic skills of projection mapping over the course of the semester could allow me to move on the larger scale and more ambitious projects in the future.
As demonstrated with the above example from Vans, projection mapping onto large 3D surfaces or objects can result in some rather impressive and memorable work. Compared to a traditional print logo or design, we are more likely to remember something that we see when it is presented to us in this way. I particularly like the effect of applying projection mapping to 3D models, especially when creating projects for installation work or art events. In the future, I could look at collaborating with a Fine Arts student, to work together and create a project like those demonstrated at Lincoln’s Frequency Festival.
Live Theatre/ Concerts/ Performances
Another use of projection mapping that I found especially interesting, was its use in live performances and theatre. When consolidating my ideas and deciding on a final project, I did look at building sets and backgrounds for a live theatre performance. Moreover, I decided to get in contact with Chameleon 53, a graduate theatre company formed in February 2017, to see if they would consider use this type of technology in their future projects. Although they were well into their first performance, Distant Sky, which they previewed at the Waterside Shopping Centre, the company were keen to meet to discuss collaborating on their next project. In addition, they asked to meet with me in December to discuss the type of content that they would need and what I could offer them. This means that over the course of this semester, I will focus on acquiring the basic skills and knowledge of projection mapping, so that I can extend upon this and feel more confident when it comes to creating content and projecting for a live event.
Bibliography
Reality Interactive (2017) How big brands are creating immersive retail experiences. United States of America: Reality Interactive. Available from http://realityi.com/2017/01/11/how-big-brands-are-creating-immersive-retail-experiences/ [Accessed 29th September 2017]