Our last blog looked at how advances in 3D Mapping, video projection and audio visual technology have lead to incredible spectacles for the entertainment, event, creation and media industry. Today we examine how 3D Mapping and its related dynamic audio visual technology can be taken to the next level.
Known for its eclectic and modern design, the W Hotel brand is one of the most instantly recognisable brands in the hospitality sector. W prides itself on its iconic design and contemporary luxury, offering exclusive and extraordinary experiences and promising surprising, sensory environments with amplified entertainment.
Here the team at Prolight + Sound Middle East looks at how the W Hotel Al Habtoor City lived up to this reputation when it hosted its spectacular launch event in London.
The launch event for the W Hotel Al Habtoor City pushed boundaries to show just how futuristic it can be. And how did they do it? By using 3D Mapping and audio visual technology with a twist.
Celebrities including Pixie Geldof, Daisy Lowe and Winnie Harlow attended a VIP bash in London to celebrate the Dubai hotel’s opening. The concept was to transport guests to an event experience like no other – happening at a secret location in London, but feeling as though it could be taking place at the W Dubai itself. The aim was to instil in guests the desire to visit this new hotspot and spread the word on its eclectic offerings.
3D_Mapping.jpgThe new W Hotel overlooks Dubai’s Sheikh Zayed Road and its lighting installations and décor are inspired by the constant movement and vibrancy of the road itself. The hotel’s bright colours, rhythmic lines and contemporary designs were transported to the VIP event in London and brought to life by 3D Mapping, using the rectangular dining table as canvas.
The entire event experience provided a virtual window into life at W Dubai through the use of creative projections coupled with advanced audio video technology. The guests were immersed in a 3D Mapping event experience like no other. Acting as canvas, the dining table was lit up with animations replete with lights, colour, sound, video and music, resonating Dubai’s landscape and lively nightlife, demonstrating to guests why the new W Hotel in Dubai is the place to be.
The 3D Mapping culminated with an aerial view over the hotel’s location in Dubai and a mesmerising sunset, literally transforming the London-based event experience into a gateway to Dubai.
Speaking to Popsugar.com, English fashion model Daisy Lowe, revealed how the event experience inspired her to visit the new hotel, demonstrating the power of creative projection mapping. She said, “W Dubai is the ideal location for me and my friends to hang out. These guys know how to throw a party Dubai style! I can’t wait to visit.”
The event concept and execution is credited to a collaboration between creative communications agency Exposure and 3D projection and interactive experiences studio Projection Artworks. The launch party in London based around a clever use of 3D Mapping and audio video technology helped to demonstrate to celebrities and jetsetters that the new W Dubai really is an electrifying destination.
Sarah Doyle, global brand director at W Hotels Worldwide, told eventmagazine.co.uk, “We wanted to…bring the amazing intensity of the destination to life in an innovative way to celebrate the opening of W Dubai. What better way than by creating an immersive dinner journey, complete with an ever-changing digital tablescape – from desert sandstorm to Dubai skyline”.
Renowned for its extraordinary experiences, the W Dubai Al Habtoor City certainly didn’t disappoint with its futuristic use of video projection technology, literally transporting guests to a virtual reality.
To learn more about the cutting edge technology and creative power of projection mapping, visit Prolight + Sound Middle East and attend the ‘Large Scale Projection Mapping Seminar’.