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Projection mapping transforms Seven Dials

London’s Seven Dials neighbourhood added an extra factor its Christmas light switch-on last night.

Property investment company Shaftesbury teamed up with integrated agency Sister London, lighting designers James Glancy Design and Projection Artworks to create a 3D projection mapped show.

The animated project – which will run after dark at 30-minute intervals throughout the Christmas season – begins when light floods the area and buildings slowly appear to augment into a Christmas forest, complete with animals and twinkling lights.

Projection Artworks integrated the area’s physical environment by projection mapping highly stylised ornate trees and branches to buildings. The company also mirrored James Glancy’s light design by adding lights to the animation to echo Seven Dials’ street décor.

“Christmas light switch-ons create spectacular and memorable moments,” said Kelly Eagle, head of outdoor, Projection Artworks. “Going one step further by bringing the environment to life through animated projection mapping creates an added digital layer of magic. It’s a savvy way to push the seasonal feel-good factor to the absolute max.”

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