28.09.11

Hugo Boss & McLaren map 30 years of partnership

This year marks 30 years of the partnership between Hugo Boss and the McLaren F1 team. Celebrating the opening of the new Hugo Boss Milan store, the two companies commissioned a unique piece of projection mapping in the Piazza San Babila. The content was created by Angelsign Studio, for creative director and 3D visual designer Roberto Fazio. Four Christie 20k Lumen devices are providing the horsepower, with the audio design being created by Be Invisible Now!

We see a fair amount of projection mapping here at InAVate, and it would be easy to get jaded by it, but this one is a particularly fine example. The projection is incredibly sharp, and the content has been designed in such a way as to really push the illusion of 3 dimensions popping out of the building façade.