What Would You Project?

Ralph Lauren projection mapping | Chute Gerdeman - award-winning retail design and branding.

What Would You Project?

What Would You Project? 800 450 Chute Gerdeman


Within the last few years, we’ve been hearing a lot about projection mapping in the studio. You may be asking yourself, “What exactly is projection mapping?” Well, here’s a simple explanation: projecting digital content onto a physical object or an irregularly shaped surface. And as you can see from the examples, it’s entirely different than simply projecting onto a flat surface. The first known record of projections on a three-dimensional object was in 1969 at Disneyland’s Haunted Mansion. I guess I’m not surprised that Disney was the first to use such cool technology! My first introduction to projection mapping was drooling over a YouTube video a co-worker shared: The Ralph Lauren fashion show that debuted on its flagship storefront in New York City on November 10, 2010.

After seeing practical use of projection mapping, it seemed like I started seeing it everywhere. Years later this idea has been tested and applied in so many ways that it can sing you quite an inspirational tune, from small- to large-scale and from manmade to human. Here are some of our favorites:


Disney projects on its castle with customized video taken in the park that day.  Amon-Tobin_Wooden-Toy1

Electronic music pioneer, Amon Tobin’s concert, “Wooden Toy”, debuted a hand crafted video, projected on multiple boxes on stage. Box_Projection-Mapping-in-Motion1-520x292

A documentary called “Box” mixed large scale robotics, projection mapping and software engineering to create choreographed projection mapping in motion. LOVE-Tokyo_City-Model-Projection-Mapping1-520x292

The city of Tokyo celebrated 10 years of “LOVE TOKYO” with a 1:1000 scale model of the city, transformed with music and projection mapping called theTokyo City Symphony. New-Balance_Shoe-Projection-Mapping1-520x292

An ad for New Balance uses projection mapping on shoes. Samsung_Projection-Mapping-on-Man1-520x292

Even Samsung used this technology last year in a promotion for their dual SIM smartphone.

We’re experience designers. We love creating memorable moments, making people say “wow!” or just blowing people’s minds with something cool. So it’s no surprise that we are in love with projection mapping! It’s both intelligent AND artistic, and it takes some serious talent. The possibilities are endless, and we’re already looking for opportunities to create a projection mapping experience of our own. So what about you? What would you project?

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