Tata Starbucks opens first shop in India

Posted on by Jeroen van Belle

Starbucks has more than 20,000 shops in the world but not one of them in India. Until the 19th of October 2012, the day that Starbucks, in a joint venture with Tata Global Beverages, opened her first shop in Mumbai. This festive event was reinforced by an impressive video mapping projection on the Elphinstone Building, the place where this first Indian Starbucks coffee shop is housed.

Tata Starbucks video mapping

Challenges

The projection on the 40 meter wide building formed a challenging project for several reasons. Not only the short time frame for producing the two 4 minute projections, but also the short distance between the façade and the public made content production tough. Because of this short distance, NuFormer had to make sure that the projection could be seen from a wide variety of viewing angles. It was our responsibility to give all attending VIPs the best possible 3D experience. And we succeeded. Again a video mapping projection was the successful culmination of a very special event.

Tata Starbucks building

Two projections, one show

The projection show was split up into two parts. The first 4 minute projection focused on the two companies, Tata Global Beverages and Starbucks Coffee Company, forming a partnership to bring Tata Starbucks to India. After a short speech from both companies the second projection gave the audience an insight in the famous Starbucks Experience.

The script and storyboard for this production were established in close cooperation with the clients. Hardware and technical expertise were provided by DynaMix Media.

  • Click here to watch the Tata Starbucks Mumbai video

NuFormer labs: The virtual living room

Posted on by Merel van Rens

NuFormer HQ – There are two main forces that drive NuFormer; creativity and innovation. The combination of these two elements has already fused a wide range of ideas that proved to be groundbreaking in the industry. Whether it is interactive video mapping projection using Kinect and iPad controllers or the highly interactive and versatile Mocap Mapping technique. One of the reasons this blog was created, was to share this passion for innovation and forward thinking.

The virtual living room

Here is a subtle NuFormer design that allows the user to experience new dimensions through projecting on walls or on objects. By using Kinect, the program tracks the movements of the user and steers the projection in such a way that the user will experience a 3D environment that corresponds precisely with his or her perspective, such as the living room setting in our example. Of course the design can be anything, from a space vortex to a rainforest and the projection can be branded or non-branded.

The Heineken spectacle

Posted on by nuformer

Munich – On May 18, the night prior to the UEFA Champions League final, NuFormer performed another impressive 3D video mapping projection in Munich, Germany during the Heineken VIP event.

The projection shows the logos of the semi-finalists floating on the facade of Schloss Schleissheim

The video mapping projection came as a total surprise to the approximately thousand guests on Heineken’s VIP event. Right after enjoying a beautiful live performance of the official Champions League anthem, everybody noticed that all the lights on the venue were switched off. In the complete darkness, the façade of the Schleissheim Palace turned into a massive canvas for NuFormer’s video mapping that showed striking video footage from the last played Champions League games and all its famous players. Gradually the show expanded to enlighten the full 60-meter width of the castle’s façade. The 3D video mapping projection ended with a blast of ‘superlative’ animations and Champions League peak moments to prepare the crowd for what was still to come the following night during the final game.

“The crowd had to be ‘wowed’ and surprised until the very end!”

Ronaldo presents the audience with a final header

‘The video mapping really did do its job’ according to project manager Natascha Rooda. ‘It was the talk of the evening and the start of the pre-match excitement for the special guests’. NuFormer’s multimedia designers describe this particular production to be ‘exciting but challenging.’ ‘Most of the video footage was shot during recently played games in this same tournament and therefore supplied to us very shortly before the projection had to take place’ says John Buise who had the lead in the creative team. ‘This last-minute merge with our 3D artwork as well as the editing of the footage was a real challenge. But the result was cool! We all loved it and enjoyed to work with such an amount of excellent shot footage’, Buise says.

‘And, not to forget, in line with a thorough storyboard’ adds Rooda. ‘The storyboard was developed by TBWA/United States of Fans and they did a great job. Together with them, as well as Rene Koenen Producties, our hardware partner CT Holland and Bourgonje, we succeeded in our mission: the crowd had to be ‘wowed’ and surprised until the very end!’

Click here to watch a live video recording of this NuFormer production.
Click here to watch the official video edit of this NuFormer production.