Image via Complex Original
Car reveals these days are just as much about the spectacle as they are about the car. Well, not if you're the Lamborghini Veneno or the Ferrari LaFerrari, but for bigger-box companies, it's all about presentation. One way to spice up the revealing of a new car is the use of 3D or 4D projection mapping. Manufacturers will hire creative companies to set up anywhere from three to 10 projectors at all points of a room to run a variety of visual scenarios and tricks. The results are stunning. Check out our favorites with these 10 Cars Used in Projection Mapping Displays.
Ferrari FF
Not like the FF needs any help looking any cooler, but Visual Fantasies gave this great additional visual treatment. Starting with an acuatic vibe, the colors move to defining the sleek lines of the Italian sports car and shape-shifting panels. The backdrop then takes you on a wild trip on a track, through a rainy city, into an arctic landscape and over sand dunes. Let us know when you make a real video of an FF doing those last two.
Range Rover Evoque
This mapping has all the typical visual elements: color splashes, simulated driving, changing environments. Nothing spectacular, but Prospekt did a pretty nice job with the fluency.
Jaguar XJL
This display stands out for one simple reason: the Jaguar isn't really a Jaguar. It's a see-through model of a Jaguar. It's not a reveal, so there's no secrecy as to what the car looks like. However, the ability to project throughout the vehicle gives the awesome ability to skeletonize the car, showcasing the inner-workings.
Audi A3
4D projection was used for this impressive launch of the Audi A3. Put on by Grassroots from Germany, the light show, which used nine projectors to create the 270-degree experience, highlighted the new features of the car. After the 20-minute demonstration, the cover was taken off for the unveiling.
BMW 3-Series
A huge part of these presentations comes with the music that accompanies the lights and visual action. matched up perfectly with the almost-always instrumental tracks, the projections give the cars personality, emotions, and sometimes feelings. The new launch of two 3-Series models in Mubai was a perfect demonstration of this.
Peugeot 308
Radugadesign has put together quite a few projection mapping shows, and the experience shows. After lifting off a digitalized cube, the 308 is unveiled. The projections show each part of the car popping up for a really cool 3D effect.
Infiniti M
Klip Collective put on a nice 360, five-projector video for the new Infiniti M at the Pebble Beach Concours d'Elegance in 2009 (yeah, this stuff has been going on for that long). Too bad Infiniti has completely rebranded the lineup since then.
Subaru Forester
This world premier in Tokyo made quite the impact, using one of the coolest displays of projection creativy we've ever seen. The unique part is that there are two vehicles, allowing them to play into each other's projections, transferring energy to each other and displaying variable looks. Not to mention the giant electronic arms that build the cars.
Lincoln MKZ
Meta Agency took over the Lincoln Center in New York City to provide the public with a free live demonstration. The show was aimed to create buzz and draw attention to the newly designed MKZ. The show also featured two people in blank white suits who were used as props for the projections.
Lamborghini Reventon
Unlike many of these shows, this projection mapping wasn't really a show at all. Rather, it was more of a passion project for The Media Merchants to display their creative thoughts. It just so happens those thoughts were spilled onto a multi-million-dollar Lambo. The interesting visual elements were really set up nicely by the collaborative sound effects and music. Is it bad we're equally impressed by their ability to get their hands on this car?