Until now, 3-D mapping has largely been used to project dazzling special effects onto the facade of buildings at outdoor events. The display of colored lights, towering cascading images and shadows of dancing giants enthralled crowds. But as awesome as these performances were, they felt random and experimental, a new invention that had potential but, as yet, no defined purpose beyond a gee-whiz demonstration of its possibilities. That’s why this 3-D court projection produced by Virginia-based Quince Imaging in partnership with the Cleveland Cavaliers basketball team is so interesting. It uses 3-D mapping to enhance the excitement by integrating it into its regular program. Using a combination of 3-D mapping techniques and video content produced by the Cavaliers’ QTV team and Think Media, Quince transformed the court surface and surrounding screens into an immersive video environment. The system was comprised of 16 HD projectors, creating a pixel space of 3600×1878.
Korea’s largest retail chain, Emart, found that slumping sales at midday were casting a shadow over its revenues and came up with a clever way to attract lunch-time shoppers. At its 38 locations throughout Seoul, Emart installed three-dimensional QR codes on outdoor pillars located to catch the sun. Like a sundial, the shadows on the QR code moved as the sun changed position, and passersby were alerted that they could only read the QR code’s message between 12 noon and 1 pm. Consumers who scanned the code were directed to the Emart online store where they received $12 coupons for products that would be delivered to their homes. Thousands of consumers claimed Emart vouchers, and sales increased by 25% during the lunch hour.