Largest ever projection onto Swiss Alps marks car launch
The 275m x 180m mapping is the size of three football pitches and was produced to celebrate the European launch of the Genesis luxury car brand.
The largest-ever 3D projection onto the Swiss Alps has taken place to mark the launch of the Genesis luxury car brand in Europe. Lighting up the cliff-face of a mountain near Lauterbrunnen, the display measured 275m wide by 180m high.
Media and VIPs witnessed a show started by the projection of two lines – synonymous with Genesis’ design language – which seemingly broke through the mountain’s surface, bringing the rough canvas of the rockface to life.
The projection continued with the mountain’s surface revealing the impression of a brightly lit space. As anticipation grew, guests were finally able to cast their eyes on images of the Genesis vehicles, appearing on the mountain at around 30 times the size of an average two-storey house.
At the culmination of the show, the Genesis logo was revealed, marking the brand’s arrival in Europe, beginning with customers in the UK, Germany and Switzerland.
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Posted: 8th July 2021