The Best Thing To Happen To Old Buildings Since The Flying Buttress.
Welcome to the twenny-tens™, the age when simply looking at things is not enough, an era of constantly needing more and more visual stimulae to be impressed. Fortunately there’s this amazing new technology called 3-dimensional building mapping whereby you take, say, a cool 600-year-old astronomical clock and make it super-über-cool by projecting a digitally aligned animation over the top of it.
Take a look at the video below entitled, yes, The 600 Years, done by The Macula, a production team out of Prague that specializes in these kind of digital imaginings, and watch the cynics as they run.
This particular show is the result of four months of work, projected at a 5000 x 1200 resolution using two hi-def projectors.
What is 3-D Projection Mapping?
3-D projection mapping, according to Wikipedia, “is any method of mapping three-dimensional points to a two-dimensional plane,” which is a quick way of saying it’s too complicated for your little mind to grasp. But basically they input information about the surface upon which they’re projecting and detail an animation around it using three-dimensional effects like shadowing, foreshortening and Y-axis movement. Using the technique, it’s possible to match the video to the building and animate whatever surreal, unique or catastrophic event you want to befall it.
This type of animation is popping up in other places also, which is well-received as it allows for a low-impact, environmentally friendly form of entertainment that takes the easily-wowwed masses, which includes myself and pretty much everyone who’s not a robot, and turns them into wide-eyed, gaping blobs of jelly.
Here are a couple more examples of recent 3-D building mapping shows.
In terms of advertising potential, the opportunities are vast with this technology simply because when people are watching it they will not look away, and that type of attention is a marketing executive’s wet-dream. LG and Android have made one that makes me want to run out and buy one of their phones. Like immediately.
Inspriational technology = technology firm money in the bank. Quod erat demonstratum.
Interactive Projection Mapping
And then there’s the interactive kind. Nokia recently paired up with interactive arts and technology collective Seeper to create the next level of cool where projection mapping is concerned. Bystanders are actually incorporated into the projection and have control over it depending on how they move.
Have you seen one of these 3D projection installations before? What’d you think of it? What do you think is their future in art and advertising, total saturation or seamless integration? Personally I’m looking forward to it.