"Making a building disappear"

Our team designed elaborate 3D projection mapping content, along with big audio sound effects, to create a magical moment. The scenes included in the projection mapping made the building appear like different-looking buildings, a giant pinball machine and massive Tesla Coils that threw massive 10 storey electrical arcs across the building. These electrical arcs would not look out of place in a big-budget Frankenstein movie.

This activation earned Go2 our second DSE award (Digital Signage Expo) for outstanding content production.

Techniques used: Projection Mapping, 3D Animation
Client: LoopNet


The Challenge:

For this DSE award-winning 3D projection mapping content, Go2 was asked the question, “Do you think you can make a building disappear using 3D projections?”.  After a short pause, we said, “Yes, we believe we can”.

LoopNet is the largest online commercial real estate listing service. The concept was to demonstrate that if your building was not listed on their network, then “it may as well be invisible.” The Go2 team produced several mock-ups to show how we believed this could be done. By projecting what was beyond the building back onto the front of the building, it would give the illusion that the building was, in fact, transparent.


With a tip-o-the-hat to David Copperfield’s “Disappearing Statue of Liberty” Illusion, we requested a key component be included in the event — a powerful lighting system that would work in conjunction with the projection visuals. The intent was to flash the lighting rig on full power for a second or so just before the illusion, causing the audience’s pupils to reduce just long enough to make the projection mapping content illusion work.

At this precise moment, their eyes would be less receptive to the darker parts of the building, allowing us to make the roof line of the building appear to fade into the night sky. At that moment, the projection mapping content transformed and displayed images of the city skyline that was beyond the building, back onto the building! — giving the illusion of it being completely transparent.