Projection Mapping: Big Entertainment and Big Business

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Written by
Thomas Vertommen

Location Based Entertainment – Panasonic Connect Europe

Projection mapping is proving to be big business as well as big entertainment. Latest research forecasts the global projection mapping market will reach 8.0 billion Euros by 2030, with a compound annual growth rate (CAGR) of 10.9% from 2022 to 2030.  

Due to its immersive entertainment capabilities, 3D projection mapping is the largest market segment and looks set to remain so as cities and entertainment venues latch onto the entertainment opportunities offered by the technology. 

Attracting tourists

Projection mapping is a spectacular way to draw crowds to a city celebration. London turned Buckingham Palace into a magical backdrop for the Queen’s UK Jubilee celebrations bringing thousands to the capital and a peak television viewing audience of 13 million.  


Extending revenue opportunities

In addition, the bright lights can also extend the operating hours and associated revenue opportunities for some venues, attracting crowds to see the projection mapping shows well into the night. The incredible projection mapping waterfall that can been seen after dusk in the courtyard of Gaudi’s Casa Batlló in Barcelona is a great example.  

Shining a light on brands

Businesses are also using projection mapping to shine an entertaining spotlight on their brand. To celebrate its 125th anniversary, the pharmaceutical company Roche lit-up its tower building in Basel by projecting 300m across the river Rhine with a celebration of light to give thanks to the city and its people.  

Short throw growth

As well as outside venues using standard throw projectors, short throw projection mapping is also predicted to grow substantially over the coming years with a CAGR of 10.2% up to 2030. Museums and entertainment venues are the reason behind the surge as they adopt projectors with short throw lenses to introduce immersive exhibits into their venues. Short throw lenses enable installations to create large, detailed and immersive images in small or unusual shaped rooms without shadows being cast by visitors as they move close to the exhibit.  

One example is projection mapping used to recreate the masterpieces of ancient art from Italy’s Montalcino and Siena region at the Temple of Brunello, in Italy. Visitors are immersed in the beauty and history of artifacts from the area as they enter the underground chamber of the museum, with images projected masterfully onto the ancient stone walls. 

Whichever way we look at it, projection mapping looks set to continue to form an important part of our cultural and entertainment experiences. The visual experience for the audience is immersive, constantly changing and endlessly evolving. And as we have discussed, the attraction for organisers is also many fold. 

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