Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. The increasingly popular use of projection technology has ushered in new and exciting ways to create immersive displays using rich media and high-quality visual content to go beyond the four walls of traditional marketing.
In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.
Transforming the way brands engage with audiences
Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums.
Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades.
When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear.
It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.
Projection is driving growth in experiential marketing
Consumer interest in the transition towards projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video.
Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling.
In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.
The future of projection technology
Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection.
Sandton City recently embraced this market-leading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding.
With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays.
Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century.
Hi-tech reinvents the massage
Virtual reality is invading the world of health and beauty – or is the other way round? ARTHUR GOLDSTUCK discovers a new role for VR through the ancient art of massage.
Imagine you are sitting at your office desk, stretched by deadlines and stressed by office politics. A minute later, you are sitting on a idyllic beach, watching the sunset, and someone is gently massaging your neck.
That’s probably a common fantasy, but now it is also a reality, thanks to the next big step in massage therapy. The ancient art is being transformed by virtual reality (VR), with massage clinics and therapists the world over discovering the transformative power of the technology.
In South Africa, the revolution is led by a company called Sheer Bliss, which works in the corporate space, mainly visiting company offices and call centres. The massage is quick – typically 6 minutes – but the combination of working the most stressed muscles and offering a brief escape to a beach paradise amplifies the experience.
Massage therapy goes back in history several thousand years, first as a sacred form of natural healing in India and later to pamper royals and the rich in ancient Egypt. These days, it is democratised, at least if you can afford it. But thanks to VR, it can now become a mass market experience. Sheer Bliss conducts an average of 27,000 massages a year, with teams in Johannesburg, Cape Town and KZN. Its mobile massage concept means it can also cater for conferences and large sporting events.
However, it’s not so much a case of VR saving the massage industry, as massage giving VR a boost, by providing a wonderful use case for its practical application.
“We needed to find something new to offer our customers,” says Nadine Hocter, founder of Sheer Bliss. “At the same time, we were looking at a way to future-proof the business. I was really lucky in that a group of MBA students at GIBS were given Sheer Bliss for their innovation project.
“We spoke about various ways of making our original massage more immersive. VR was mentioned, but it was in a meeting with a client who wasn’t biting that we sold the idea. Without realising it at the time, our business moved into a class encompassing the 4th Industrial Revolution.”
Visit the next page to more about how Sheer Bliss became the first virtual reality massage therapy business in South Africa.
Drones fight forest fires
The South African forest fire season began a month ago, and an estimated 20807 hectares of land were burnt in the Western Cape.
With such rampant and regular breakouts of forest fires, the quest to contain them before they cause widespread destruction, including property damage and loss of life, remains an issue of high importance for non-governmental organisations and the relevant government agencies. Equally important is the need to safeguard against the loss of the lives of firefighters during missions to contain these blazes.
As this continues being an issue, mainly because of the dense vegetation found in the Western Cape, coupled with the dry weather that is typical for this time of the year, the need to use unmanned aircraft to fight fires is ever increasing.
Drones are particularly crucial for forest fires that tend to get out of control quickly and that put both pilots and crew at risk. There’s only a small containment window between when the fire starts and when it gets out of control. Drones give firefighters a bird’s eye view of the terrain and helps them determine where the fire moves next so they can swiftly make decisions about where crews should go and who should be evacuated.
If you’re a firefighter responsible for forest fire response, mitigation and rescue, the benefits of drones are immense. We’ve detailed the main 4 benefits with supplemental stories below.
1. Drones Gather Situational Awareness in a Short Time
A drone helps you decide within minutes the type and amount of resources to send to the scene. Some drones are also equipped with thermal sensors, which uses infrared radiation to help first responders locate heat signatures of humans and fire hotspots that show where fires are most likely to spread. Even before your personnel arrive on the scene, commanders are able to make decisions just from these images live-streamed to their computers.
In early December whilst fighting a blaze, SanParks made use of a DJI drone with an infrared camera to capture images of the Rocklands fire in Simonstown.
In a similar incident in the German town of Hechingen, firefighters had to fight against winds that were spreading to nearby wooded and populated areas. The creeks had dried out while the first fire truck that arrived carried only 2,000 liters of water.
Hechingen’s Fire Brigade deployed DJI’s Matrice 210 ruggedised commercial grade drone, a Zenmuse XT thermal camera, and an X4S high definition visual imaging camera. These fed information to the incident commanders and helped them know where to direct their resources, how many units to send and where to increase water supply. At the end, the crew extinguished the blaze with only 5,000 liters of water mixed with compressed air foam. The drones not only helped them save water but more importantly hastened reaction time helping the Brigade send crews faster to the scene with the exact manpower, units and supplies.
“The biggest advantage came to light during the search for hotspots and extinguishing them,” Hechingen’s Fire Chief Commander Bulach later told DJI, “The simultaneous deployment of the XT and X4S provided me with exact information about where to delete the hotspots and how long until we reached a safe state.”
2. Drones Protect Your Personnel
Drones help you monitor your crew to make sure you’re sending them in the right direction, that they’re safe and to help you determine whether to send backup forces.
On 13 August 2017, Yosemite firefighters battled a 9-day blaze in Southfork, California, that was complicated by weakened timber trees in the nearby region. Flying planes in the tight canyons was dangerous due to a bellowing column of smoke. At the same time, an unexpected thunderstorm spread the fire, blurring the firefighters’ primary containment line and threatening to spread to nearby villages. The Yosemite fire-force used a DJI drone with the Zenmuse XT thermal payload in their pre-shift early morning hours to map fire lines and livestream information to controllers for operational decisions and situational awareness. Tony Eggiman, Menlo Park FPD Fire Captain recalled, “the operations major told me later it brought his blood pressure from about 200 down to about 100. He was really happy.”
With aerial intelligence captured by drones, incident commanders can make better-informed decisions that keep firefighters safe while they plunge into fire and other dangerous spots to save other peoples’ lives.
3. Drones Enable Fast Mapping for Incident Response as Well as for Post-Incident Recovery
Drone solutions for forest fire response typically carry two different cameras: a visual camera and a thermal camera. The visual camera gives you a real-time view of different situations, able to easily spot things such as your fire team or nearby equipment. The thermal camera scouts for heat signature of the human or fire hotspots.
Drones fly lower than helicopters, providing a more nuanced picture of the situation, and can navigate in tight or dangerous spaces where no helicopter pilot would dare to go. With thermal imaging capabilities, they can locate hotspots at a fire scene within seconds, and see people trapped even in areas of thick smoke.
Drones also play an important role after the fire has been put out. During the Carr Fire, crews piloted low-flying drones to capture 360-degree images of the destruction. For the residents forced out of their homes, this provided invaluable information on property damage to assess insurance claims in a faster time, letting victims more quickly take steps to rebuild their lives.
4. Drones Give you Accurate Intelligence for Informed Decision Making
Wildfires often involve large-scale operations where the incident commander must make decisions on personnel and resource deployment. Drones are effective intelligence generators that can capture detailed data and information from the field, and live stream back to the command centre. By having that real-time aerial view, you can see exactly what’s happening and don’t have to rely on second-hand information. You know what’s going on and where. You can also monitor your crew to see their location and that you’re sending them in the right direction.
Drones allowed firefighters of the Gaoming district, Foshan in South China to expertly evaluate 960 people when a fire broke out on Lingyun Mountain near the area, December 12, 2019.
The DJI Mavic 2 Enterprise Dual (M2ED) was flown out within minutes of the response team’s arrival at the incident for fast situational awareness. Two minutes later, the Matrice 210 V2 drone platform was launched, giving detailed information with its sensor’s 30 times zooming ability. The Mavic gave responders their quick incident overlook, while the Matrice provided detailed, high-resolution images for thorough situational awareness. The combination saved more lives, protected firefighters, and shaved firefighting costs.
As Los Angeles Fire Department (LAFD) Battalion Chief Richard Fields, program coordinator, told the Board of Fire Commissioners in a March 2019 report, “Timely and accurate communication is essential in getting the right resources in place to mitigate an incident.”
Drones have gained a foothold in the sphere of public safety and forward looking government agencies are expanding their use in areas including environmental services, public works, transportation and rescue services. Download DJI’s whitepaper to explore the Best Practices For Deploying Drones At State And Local Government Level.