Latin America. According to a study by Panasonic, 3D mapping projections , which illuminate the facades of buildings, are replacing festive elements as traditional as fireworks.
The study, based on a survey of design agencies, event companies, end users and manufacturers, was commissioned by Panasonic to Installation Magazine and demonstrates the growth in the number of mapping projection projects and the revenue associated with it over the last three years.
The respondents were clear that this is the type of entertainment that generates the most expectation among the public and in which they place greater expectations when it comes to entertainment and information; in fact, 75% of respondents agree that 3D mapping projections are replacing traditional approaches such as fireworks.
The data show that mapping projections have the capacity to attract visitors, create jobs, fill hotels and restaurants, and increase retail sales, in addition to providing an economic benefit that compensates for the investment destined to the creation of the event: a quarter of the interviewees have experienced a growth in their income associated with projection mapping of more than 50% over the last two years, and almost half of these (just below 14% of respondents) claim that their income has grown more than 100%.
"Mapping projections have become an integral part of many commercial events thanks to their ability to generate expectation and thus promote commercial activity and revenue for organizers and suppliers. The survey undoubtedly holds a positive future for the 3D mapping projections sector and clearly outlines the financial advantages of betting on this system," says Hartmut Kulessa, Panasonic's Projector Marketing Director for Europe.
A spectacular differentiation
Half of the interviewees believe that, in an increasingly competitive market, their customers seek to differentiate themselves when it comes to offering a special attraction for visitors or launching or promoting new products. For brands, 3D mapping can create memorable experiences that will be shared on social media and greatly expand the viral effect of advertising.
Thus, many professionals have decided to bet on 3D mapping projections. This is the case, for example, of the celebrations of the 500th anniversary of Hampton Court, in which the south façade of the palace was used as a projection screen to tell its story; or the biennial Lumiere festival that, organized by the City Council Durham, has attracted 175,000 visitors to the city and that in its first edition in London attracted more than a million people.
"High-brightness laser projectors such as the 28,000-lumen PT-RZ31K allow us to virtually eliminate the use of redundant systems. This is likely to tip the scales in terms of cost-benefit and translate into more spectacular 3D mapping projection events in the future," adds Hartmut Kulessa.
