The-Book-of-Transformations

THE BOOK OF TRANSFORMATIONS 5 Table of contents 7 Foreword Government Promotional & Branded 9 Introduction 65 Duality 131 YouTube Symphony Orchestra 10 Transformations around the world 67 The Love of Delhi Show 133 Sky Tree 12 Dodecahedron 71 Quartier des Spectacles 135 Atlantis, The Palm Resort Opening 14 History of Projection Mapping 73 Christmas Show 137 Disney’s Tron Legacy 74 50th Anniversary of Paris-Rome Twinning 139 Fanta - Souk Al Bahar Celebrations & Festivals 75 Panchtatva - The Five Elements 140 Jaguar Brand Campaign 19 Festival of Lights 77 National Day 141 Tokyo Railway Station 22 Emmys After-Party 79 Digital Garden 143 La Scala Opera House 23 Sentosa Resort’s 40th Birthday 81 Restoration of San Pablo’s Church 144 ORBIS-Omega event 25 DUMBO Arts Festival 83 Reflection on the Waterfront 145 Audi A3 27 Spasskaya Tower Music Festival 85 Ode à la Vie 147 Westin Hotels & Resorts 30 California Science Center Ball 87 Free French Commemoration 149 VW Golf Launch 31 Portugal Centennial 89 Old Port Festival 32 Winter Carnival Mapping Festival 91 CELAC-EU Business Summit Retail & Fashion 33 50th Anniversary of Sputnik 1 153 Brazilian Art & Fashion 35 Québec City’s 400th Anniversary Mega Events 154 Hugo Boss & McLaren 38 International Arts Festival 95 Yeosu World Expo 155 Holt Renfrew 39 New Museum Spring Gala 99 China Pavilion 157 Van Cleef & Arpels 41 Rheinpartie Festival 101 Denmark Pavilion 158 Santa Eulalia 44 National Day Parade 103 FIFA Confederations Cup 159 The Americana at Brand 45 New Year’s Eve Countdown 105 Gyeongju World Culture Expo 107 Pan Arab Games Requirements, Strategies & Trends Corporate 109 Australia Pavilion 161 Projection Mapping Primer 49 Alfa-Bank 20th Anniversary 171 The Christie Difference 53 Warner Brothers Museums & Entertainment 175 Looking Ahead 55 Business to College Awards 113 Marina Bay Sands Resort 178 Christie Partners 57 MGM Resorts International 117 Edfu Temple 58 Bacardi Annual Meeting 118 Canada’s Wonderland 59 Terranea Resort 119 SM ART Exhibition 61 CCU SA Convention 121 Plaza Colon Dome 123 Lift Festival 124 Exploratorium 125 Universal Studios Japan 126 Night of Museums Festival 127 Coldplay at the Hollywood Bowl



THE BOOK OF TRANSFORMATIONS 7 Foreword We exist in a world where digital screens and displays are not Historic buildings, national monuments, water, glass – these Projection mapping taps into both science and art to ex- only at our fingertips, but they’re also becoming integrated are all fair game for the digital artist’s brush. Artists bring their pose and enhance what we know about the world. Egyptian into our environments. The idea of “pixels everywhere” is a own style and aesthetic values to the canvas, demonstrating temples, French castles and Abu Dhabi mosques transition tantalizing thought when you consider the impact on how the breadth of creative possibilities using projection mapping from grand artifacts to living structures when projections start we communicate and share experiences. Compelled by the as the tool. to tell the story and relate the culture and beauty. desire to truly move people – whether in spirit or action – we now have the tools and knowledge to virtually transform Some of the most clever work done with projection has physical structures using extreme-scale visuals. stepped well beyond just using structures as canvases. The Any structure, any shape, structures, instead, come alive. Spirals on historic domes This growing, global demand for bigger, bolder visuals, fused spin. New cars at auto shows shape-shift, even appearing to with enriched content, is pushing artists and content creators the world is our canvas. move and turn through virtual streets. to think beyond the traditional canvas. Bringing together con- cepts like projection mapping and augmented reality with the Share the experience. This book explores what’s possible when a projection canvas right technology opens the door to approaching any surface gets a third dimension, and when brilliant graphic designers as an edge-free canvas. and technicians try their best to boggle the minds of onlookers.



THE BOOK OF TRANSFORMATIONS 9 Introduction From the most basic 2D projections, evolving to 3D and com- irregular surfaces, has brought us to the point where if we can lied on Christie technology. From the 2012 Yeosu World Expo plex-curve projection mapping – we’ve seen a growing fasci- conceive it, we can achieve it digitally. to the launch of the 2015 VW Golf in New York City to the nation with this art-meets-technology platform over the past grand opening of the Atlantis Resort in Dubai – these sto- 40 years. Projection mapping as we know it now is quickly becoming a ries clearly demonstrate the desire to communicate through a catalyst for how we approach visual communications, giving shared visual experience that cannot be contained to a tradi- Originally known as video mapping or spatial augmented us a new way to market ideas and products, entertain in large tional canvas or digital screen. reality, projection mapping is quickly becoming a widely-re- masses…to simply tell stories on a much grander scale, while quested communication experience as a complement to also transforming and enhancing average-looking surfaces to Since projection mapping is such a unique and technology- large events and installations for brands, governments and make them more aesthetically pleasing. reliant art form, there are important requirements that you entertainment. Supporting this movement is the increased need to address in order to derive the most value from an accessibility to tools, resources and the knowledge required The big driver behind projection mapping projects is using investment in this medium. Just as interesting as the creative to create these larger-than-life art experiences. compelling visuals, blended with stories, information and concepts in this book are the technology and processes be- even calls to action, to create profound experiences. Artists hind them. In addition to the featured installations, you’ll also Initially, it was the practical demands from corporate events pioneered projection mapping, but a lot of the early commer- find the Project Primer, containing helpful information about that drove the development of projection mapping tools and cial work was done by technology and events companies. what to consider in planning a projection mapping initiative. technology. In parallel, advancements in defense simulation As the technology has improved, and the tools have grown By sharing this knowledge and best-in-class practices, as technology helped define the requirements for high-quality more accessible and easy to use, we’re now seeing artists well as inspiring designs, our hope is that we can open up the projection mapping such as creating a seamless visual expe- and content creators take the lead on the most innovative field to make it more accessible for people to create, capti- rience, supporting higher frame rates, minimizing judder, im- and ambitious projects. vate and communicate using projection mapping. proving image uniformity and enhancing color reproduction. Christie has a long history of creating solutions and applying We are thrilled to be able to celebrate the vision of artists, pro- With the increased popularity of this form of communication innovative thinking in support of leading edge visual experi- duction companies and A/V experts from around the world and its definitive and universal “wow” factor, artists saw it as ences. Through the evolution of projection, visualization and through this collection of stories. This book is also a cele- another option for creating experiences and dialogue through simulation technology at Christie, we’ve developed the tools bration and recognition of the ability of artists to respond to digital art. In the early days, an artist would painstakingly and expertise to break through design challenges and help and embrace this new form of creating and storytelling, while paint over images on slides to create layered content that others understand how to approach a projection mapping ini- helping to shape its future direction. This is not an exhaustive they could project. The development of digital technology, as tiative. In this book, you’ll see examples of the awe-inspiring or complete compilation – it’s a snapshot of the world of pro- well as software for warping and blending images onto displays and installations from around the world that have re- jection mapping, and a taste of what’s possible.

10 THE BOOK OF TRANSFORMATIONS Retail & Fashion world Mega Events Government Transformations around the The Book of Transformations is a showcase of brilliant projects from around the globe that have taken structures and facades - even vaporized water - and used projected light to change appearances and amaze audiences. Museums & Entertainment The book explores how some of the top people in the pro AV and staging world have worked with visual artists to apply technology and their immense skills and creativity to scores of diverse projects. Environments have been transformed and stories told in re- markable new ways. The book is broken down by categories, celebrating tremendous work in projects as varied as theme parks and annual corporate meetings.

TRANSFORMATIONS AROuNd THE wORld 11 Promotional & Branded Government Corporate Celebrations & Festivals

“Projection mapping is an art form, but it's also about math and the sciences. It's about calculations on everything from color saturation to height and distance. It's about getting the geometry right for the surfaces and structures being transformed. We wanted a recurring symbol for mapping that somehow related both the complexity and simplicity of this work, and the dodecahedron really achieves that.” - Kathryn Cress, VP Global & Corporate Marketing

THE BOOK OF TRANSFORMATIONS 13 Dodecahedron The recurring symbol for this book is a shape with many edges and five-sided pentagons, known as a dodecahedron. It’s a geometric term that dates back 2,000 years to ancient geometry. That’s the tie to this book and the rapidly emerging lenges of accurately painting with brilliant light anything from Greece and the time of Plato, and dodecahedrons are also art form of applying technology to illuminate and transform the Brooklyn Bridge to the sails of the Sydney Opera House. known as one of the five Platonic (or geometric solids). A do- complex surfaces. decahedron is made of 12 pentagons, with 20 vertices and 30 The same principles have to be applied - driven increasingly edges, loosely forming a sphere reminiscent of a soccer ball. Technologists and visual artists have together found com- by computer algorithms - to measure, map and develop a pelling new ways to take a medium long based on two di- framework in software. That framework can be used to build Some physicists believe the basic shape of the physical uni- mensions and add a third. The same math and geometry that digital creative to transform anything from the architecturally verse is a dodecahedron. Its gem-like facets and symmetries defines immensely complex shapes like a dodecahedron is broken surfaces of an old castle to a Hollywood streetscape. have also led to beliefs that the dodecahedron is tied to divine being used to precisely define and map surfaces that are any- thoughts and ideas. thing but flat and then fully change how they look. Pentagonal symmetry is all around us - applied for centuries now to both science and art. With the rise of projection map- They are three-dimensional shapes with flat surfaces that ex- It’s math, physics and geometry being applied when pro- ping, it’s being applied in remarkable new ways. ist in two dimensions, all based on precise measurement and jection mapping project teams are confronted with the chal-