Architectural video mapping (AVM), also known as digital projection mapping, which turns the sides of buildings into canvases for art, is fast becoming more and more commonplace. By projecting images into the façade of buildings artists are capable of producing some pretty amazing video-based creative pieces. The technique hopes to be a new frontier for advertisers in the future. AVM is currently being used by a variety of different companies in a wide range of sectors and has evolved to fit smaller objects including the New Balance shoe and the Toyota Auris as well. Polo Ralph Lauren recently used the technology in an event the founder’s son David Lauren calls “merchan-tainment” describing the technique’s ability to blur the line between commerce and entertainment.
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