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The projection starts by converting the surface of the building into a liquid surface with ripple effects created by resizing of windows. It reminds me of pile-up tower game when blocks of the building are constantly taken out and pushed back inside. A very contemporary effect of building blocks is also achieved when liquid lines run throughout the building in various aqua shades and green, which immediately gives the feeling of water and then my thoughts were confirmed when bubbles burst upwards, an effect which gave a sort of liquid flexibility to the building, but which I did not like much, since the squarish shape of the building is not very compatible with that.
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The projection starts quite simply with the Ralph Lauren brand name on the building, then a spark inside the building starts lighting up separate areas asymmetrically, causing curiosity for what it to come. The shadows inside the windows are quite a used idea but which nonetheless uses the architecture, unlike almost the rest of the projection. The projection was quite symmetrical since there rarely was focus on just one side of the building instead of the middle and although it entertained audience interested in fashion due to the virtual catwalk there was no particular finish or style or tricks used as it was kept as an advert for corporate propaganda. The architecture was more used as a canvas instead of being the main element of the projection.
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This is one of my favourite projections because it immediately starts with a bang: the building first showing signs of cracking with dust texture particles flying, then falling to pieces creating excitement among the audience; it was so realistic that there was a big shout then applause. The lighting effects created surreal platforms apart from the building and there was a fast-paced flow from one sport event to the other. The architecture was used for sound bars and creating environments, and at one time they used a trick where the beat of the music swept like a wave on the building, warping, the whole of it like a wave and back to golden lined in seconds, the latter bringing out all good architectural features. It was highly irregular and the space was used very well, literally 360 deg, and still using it as successful corporate propaganda.
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LG electronics has really woven 8 minutes of immense visual imagination during the projection, creating surreal underwater worlds with realistic water sounds and visuals including whales, of which there is a close up of its eye looking out at one moment, making it quite interactive with the audience. The effects of crumbling creating a hole in the building were also nice, along with the warping of columns at the beginning and creation of curtained stage out of the building's structure. Since it concentrated on the quality of graphics the LG screen offers it was very entertaining to watch, however the corporate is still there with the LG logo at the beginning and end of the projection - it is an advert after all. I realise there was immense work done on the building since it was THE element of the projection, making it a real architectural projection work.
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I really liked this projection not for its graphics but for the original method of interactivity that it adopted. After a short normal projection where the building comes to life and twists on itself, an effect which created an illusion of life, and was correctly displayed as well, the people could come up one by one to a microphone and speak. Their voice would resonate throughout the plaza through the mouth of the virtual male face on the building which contorts and emanates the voice of the speaker in quite a distorted manner that almost makes it scary, a fact which I did not like about this projection but could have also served as a chiller experience for horror movie fanatics.
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What I found original about this projection mapping is the landmark they use, which is the Arc du Triomphe, a canvas with a hole in the middle instead of the usual block building which helps in better projecting. The simplicity yet beauty of white light outlining the details of the building inspired some of my ideas and also made it quite magical and contemporary. what I disliked was the long countdown which made actual part of the whole projection and the fact that the subject - Tour de France - was referred to so many times that it almost converted it to an advert. I also liked the 3D illusion created by the rotating block of the arc and the strong colours of the actual projection - only achievable with good apparata and enough darkness.
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This is one of the best projection mappings I found in terms of graphics and animation. It was extremly realistic and tehbuilding was also an interesting place to choose since it overlooked the river/sea. My preferred part was the virtual shattering of the windows and the shadows of the tentacles dancing on the walls.
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