The digital projection technique uses 3D CGI content to create the illusion that a building's architecture is transforming. it is often referred to as 4D due to the addition of a 'fourth dimension' through music or scent.
Drive founder Ben Fender told Event: "The demand for this new and exciting medium has become huge in the past 18 months. My impression is that 4D projection mapping and integration of future technologies is considered for every integrated advertising and marketing strategy."
Projection mapping was recently used to launch the new £97 million Titanic Belfast attraction and Drive has used the medium on buildings such as London’s Millbank Tower for the launch of the Nokia Lumia 800. It is working on new approaches to 4D including permanent installations, touring live shows and 4DTV.
Fender told Event the industry’s uptake of the technology has transformed Drive’s work. "Having initially played with this medium three years ago when we had a small desktop projector mapping paper cubes on a table top, we are now projecting onto huge buildings and stage sets around the world," he said.
"I would say 60% of new business enquiries to drive are related to 4D projection mapping. That equates to at least 10 enquiries a week from clients all over the world.
"Having suspected initially that this technology might be a fad, I now have no doubt that it will be more and more popular in the future. As long as the content and the creative behind it is better and more beautiful and more unusual, then projection mapping will be creating wild and new experiences at live events long into the future."
Fender will be speaking on the future of projection mapping at digital exhibition NAB at the Las Vegas Convention Centre today and tomorrow. His talk will streamed live and can be watched here at 8pm UK-time on both evenings.
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