This is a clear example of a good design of a projection mapping. In my opinion, this could be done since as one can see in the video the front of the building is rather isolated and there are no other buildings attached to it, which may have disturbed the projection mapping. In addition, another advantage was that the directors had enough distance so that the projection could be projected in the best way possible. The directors started the projection mapping with an element of a ribbon, which gives out the impression that the building is a gift. This gave the atmosphere the outlet gives a ‘gift’ due to the fact that they sell clothing which in this case is H&M. With the ‘ribbon’ the directors incorporated the element of wind which gives the illusion that the ribbon is unwrapping due to the effects of the wind. The viewers were able to see that once the gift was unwrapped, others elements were introduced in the projection mapping. These included elements of drape material so that the viewer will associate them with the clothes and accessories of H&M. A scene that was of great interest for me was when from the windows a story telling was emerging. In addition, the directors made use of music notes and as they were moving throughout the building they were switching on | the windows of the fashion store, which continue on with the story telling. Various materials with diverse textures were incorporated in the story such as when teddy bears were used as well as sofa cushions amongst others. As story evolves, the directors showed the viewers some of the products of the shop in the most original way. In addition, the human element was also incorporated in this projection mapping. This was done when an eye was seen ‘looking’ through the windows, which gave the viewer the impression that they were in a dolls’ house. Also, to make the dolls house more real the viewer could see the dolls house being folded in a box by illusion through the projection mapping. With the help of music, from this box one could see a lot of line drawings emerging on the building, which in the end captures the whole building. The last thing that was really interesting was the transaction between one scene and another whereby the directors made use original transactions such as a zip being opened, unbuttoning of the buttons of wool clothes, and opening of curtains. These led so that in the end the directors ended the projection mapping with an advertisement of the company so that the viewers will keep in mind that this was a fashion shop, in this case H&M. |
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January 2014
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