Projection mapping is projecting video onto something that isn’t a screen, like a building or a car, and shaping the picture so it fits every edge. The surface is mapped first and the content made to fit it, so the building itself seems to move. It usually costs thousands of pounds; we explain what drives that below.

Projection mapping has emerged as a game-changing technology that transforms ordinary surfaces into dynamic digital displays. With visual impact becoming increasingly important in many different settings, its popularity has soared in recent years.

Going far beyond traditional projection, projection mapping blends art and technology to create immersive experiences that leave lasting impressions.

But how does it work, and why is it such a powerful tool in industries ranging from marketing to entertainment? This is our specialist subject, and we love talking about it.

Today we’re taking a closer look at this unforgettable medium.

What is projection mapping?

Projection mapping is a projection technique that involves turning any object into a display surface for digital content. Sometimes referred to as video projection, it is different from basic projection in that any surface at all can become a canvas for video footage or graphics to be mapped onto.

If you want the meaning in one line: the picture is mapped to the object, so it fits it exactly.

An engaging, immersive and visually stimulating medium, the technique uses specialised projection mapping software and one or more video projectors to bring just about anything to life.

Sometimes you might hear people refer to two types of projection mapping: 2D and 3D. However, we think that’s a bit simplistic, since there are actually endless different possibilities. The different projection mapping projects we work on come in many different forms, from creating an entirely immersive 360-degree experience, to a display on the front of a building or monument, to including sensors or triggers that make the projection interactive.

Often used as a form of experiential marketing, projection mapping works well at events and awards nights, on exhibition stands, as permanent installations and for activations, and is often used in conjunction with audiovisual effects.

While they are sometimes used interchangeably, projection mapping differs from camera mapping in that camera mapping involves 3D graphics within a virtual environment, rather than a physical object.

How does projection mapping work?

Projection mapping uses specialised technology to spatially map the object that will be projected onto. This could be a single surface, or something more complex such as a 3D object.

Projecting onto a surface is often simpler, with fewer steps; 3D projection mapping involves more behind the scenes, as the process of aligning the content with the physical structure requires more precision (and often more infrastructure, such as multiple projectors).

To start a projection mapping project, you will need to identify a surface, then find an expert partner who can help to guide your ideas and make your vision a reality. It requires suitable resources such as technology and projection equipment, the relevant software, and of course the right skills and experience.

While some people experiment with projection mapping as a hobby, professional equipment and expertise is a must if you are using it for a brand or business.

Is projection mapping hard? The software is the easy part. Measuring the surface properly, choosing projectors bright enough for the light around them and making content that fits the shape is where the skill is, which is why most brands hire it in rather than do it themselves.

What is projection mapping used for?

Projection mapping is used in many industries:

For performances: to help create dynamic visuals in theatre and concert settings and achieve effects that would be difficult to create with traditional means
For marketing purposes: to create high-impact out-of-home advertising and immersive brand experiences in public spaces, retail stores and other settings
For events and exhibitions: to create displays and experiences, tell stories and engage visitors
For education: to help make learning experiences more immersive, memorable and interactive, in settings such as museums
For decorative purposes: to change the appearance or ambiance of a space, without the need for physical alterations

It can be used for permanent installations, pop-up activations that only run on a specific day, and everything in between. You can find some great examples of projection mapping on our projection mapping case studies page if you’re looking for inspiration.

The benefits of projection mapping

Whether it’s used for events, in retail spaces, for advertising purposes or something else, projection mapping comes with some showstopping advantages.

It gets noticed

If you’re looking for something unmissable that will stop people in their tracks, projection mapping is your answer. We like to say that it creates WOW moments – for brands and businesses, and for anyone who encounters it.

It has great knock-on effects

Because projection mapping is so noticeable, it tends to generate a lot of buzz online and in the media too. Our clients have seen their projections dominate social media, as well as gaining coverage from national and local news sources. This all means that as a medium it takes your message even further than just the location that the projection happens at.

No or low physical alterations needed

Compared to dressing or adapting a location, projection mapping allows you to have fun with the look and feel of a space without the heavy-duty set-up or clean-up. Your venue can return to its usual state immediately once the projection is over.

It’s flexible

If you’ve ever had some marketing or event collateral printed only to then need revisions, you know that changes to physical materials can incur extra budget, cause timing issues and lead to a whole lot of stress. Projection mapping, on the other hand, is extremely flexible, allowing your content to be updated in real time.

How much does projection mapping cost?

Projection mapping is for creating real WOW moments; it’s an investment that costs thousands of pounds, but there are lots of variables that affect the final cost. The actual price you pay will depend on a number of different factors:

The projection surface and type
The building size, and subsequently the number of projectors needed
The accessibility, shape and features of the projection surface
The duration of the project, for example a 2 day event versus a month-long installation
Any licenses or permissions needed, if you are hoping to project onto a public building, or a private one that you don’t own

There will also be variations between different projection mapping partners, so numerous elements can influence the overall price.

Get started with a projection mapping project

Motion Mapping is a projection mapping team in Ipswich, projecting since 2017. We transform locations with stunning projections for world-leading brands and agencies nationally and across Europe, and love a creative challenge. If you’re looking for a partner to create WOW moments with, we’re the people to get the job done – take a look at our project gallery or get in touch to talk about how we can help.