German skateboard brand Blue Tomato has implemented projection mapping technology into its Hamburg store. Projection mapping enables imagery to be displayed onto products, meaning that the products themselves become part of the digital display.
In Blue Tomato, the Muse Content-designed installation features a plain wooden skateboard deck mounted onto the wall alongside a truck and some wheels. A lighting track-mounted LightScene digital display solution from Epson then projects a buyers’ guide onto the space around the deck. On the deck itself, information is projected, such as where the trucks should be fitted, thereby creating an enhanced consumer experience that blurs the line between physical and digital.
Retail is an area that Epson is focusing on for its suite of projectors and projection mapping capabilities. According to Epson, projectors are a superior successor to digital screens in-store, which have become so ubiquitous that they are now little more than white noise for shoppers. Projection instead offers a more dynamic solution by being able to transform any surface – and even the products themselves in the case of projection mapping – into a display.
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