Canaletto, 4D Projection
The world’s first 4D projection-mapping sequence on an unfinished building in London was designed to launch the marketing suite of a new residential high-rise development and ensure massive media coverage.
Our creative process
Three residential ‘towers’ were all due to launch in a fiercely competitive area near Old Street in London at the same time. We were tasked with ensuring Canaletto was the most remembered.
We wanted to showcase the potential of the finished development not simply through an example apartment in the marketing suite but by teasing the scale, lifestyle and character of the whole structure through an incredible use of technology.
The Canaletto ‘Masterpiece’ event was a VIP evening of entertainment culminating in a striking four minute projection mapped sequence on the four unfinished floors of the City Road structure.
As well as designing the compelling projection sequence we also constructed a VIP catering structure, worked with renowned chef Jason Atherton on the catering, and curated an evening of live music performance.
Edits of the projection sequence were delivered overnight to give media, outside of just the property sector, immediate content to share on their own platforms.
Every single one of the 190 apartments was sold prior to the building’s completion.
“The stunning show combined architectural motifs of the Canaletto building with the lifestyle of the prospective community, bringing the brand to life through visionary projection mapping techniques and offering audiences a glimpse into the future.”/ The Upcoming