This really leaves you speechless! For the opening of a store in Amsterdam, H&M projected a genuinely impressive 3D visualisation onto the building façade. A few weeks earlier, the fashion shows in New York and London had already impressed audiences with a similarly spectacular presentation. The visuals in Amsterdam were created by Muse, “The Agency with a digital heart and analogue Soul”. These 3D visuals are made possible by so-called projection mapping. fuelyourcreativity.com explains what can be achieved with it as follows:
This begs for some large scale creativity and makes buildings come to life or collapse in front of your eyes. This could begin to get very interesting as technology progresses in the future… There could be all kinds of uses for architectural projection or it could be directly projected on people!
This Is Real 3D!
For H&M, this was surely also a successful viral video campaign. The video itself is so impressive that the fact that 3D objects were apparently being projected almost becomes secondary. A stereoscopic recording of the spectacle would be interesting to see. But who knows – perhaps there will soon be a 3D H&M cinema commercial …
You can continue marvelling at Muse’s website under Portfolio … Muse does not appear to specialise only in visualisations. For Red Bull, for example, the agency promoted an Air Race event using games and live broadcasting.
