Projection mapping digital signage goes for a swim
March 5, 2014
The Sheraton Waikiki Hotel in Hawaii last December saw a novel use for projection mapping digital signage — projecting video onto the surface of the hotel pool. PointCloud Media and its Raylight4D mapping system superimposed graphic figures of aliens on the pool surface, according to an announcement from PointCloud.
PointCloud demonstrated the technology to the hotel as a proof of concept, according to company CEO Jack Hattingh. This represents an inaugural move into one of the next great advertising markets: pools, according to Hattingh. As he sees it, the "unique medium of pool projection," combined with "the widespread availability of pools," yields many new "tailor-made sites for brand activation," especially for hotels and resorts.
The company is set to apply Raylight4D's unique 3D hardware and content to pool surfaces at many different sites, Hattingh said. The solutions utilizes projectors to blend light with saturated colors and insert animated figures in pools in a targeted effort to "help bolster overall branding experiences of hotels and resorts, promote conference vendors and upcoming events," Hattingh said. One of PointCloud's next moves in the pool space will be its application of Raylight4D "at a major event toward the end of March," he said.
Video mapping has the special capability of "breaking through marketing noise" to create indelible, high-impact brand experiences with "lasting impressions and a long viral marketing life," said Alan Demafiles, VP of PointCloud.
This is a new take on 3D projection mapping technology that uses buildings as their canvas, but PointCloud said that pools offer a unique surface for 3D mapping projections. The reflections from the water and the ambiance around pools "add a new element of reality to mapping projections," Hattingh said. And 3D projections on water are "typically cheaper, since they require less projection work" compared with 3D building projections, he said. Also permits are typically not required to use pool sites for projection mapping.
Pools are also "more conducive to projection mapping because of their low ambient lighting, white color and ubiquity," Demafiles said. They can also offer a large surface area for mapping projections, comparable to buildings with major dimensions. But pools aren't typically encumbered with "the glass, sharp edges, and dark lighting" of buildings that can complicate and hamper 3D projections of buildings, according to Hattingh.
According to the announcement, Hattingh and Demafiles have designed and implemented 3D projections worldwide for iconic events and such reknowned brands as Samsung, Sony/Columbia Pictures, iHeartRadio, the Discovery Channel, DirecTV, Universal and Shaw Flooring.
According to Hattingh, Raylight4D is "scalable," and could work on a whole range of water bodies in addition to pools, including lakes, waterfalls and aquariums, the company said.
Watch YouTube video of PointCloud Media's 3D projection demonstration at the pool of the Sheraton Hotel in Waikiki in December 2013 below: