A whole new dimension

Artists through out time have tried to re-create reality on canvas, experiencing with different perspectives and techniques. In 2012 and in partnership with 3D Mapping Factory, and for the occasion of it's 75 years of existence, ALBA presented a first in the country way of representing reality: 3D Mapping.

With the digital revolution and the easy access of 3D technologies everywhere, it was expected that these kind of practices will be available one day. The presentation takes the viewer and submerges him into a new reality, a reality that is extremely close yet untouchable. Artists used to paint on walls, paper and other traditional materials. In the 21st century why not making our concrete buildings our canvases . The main idea is to transform something fix, unmovable into a new way of presenting an idea to picture a new reality.

The creators of this 3D mapping introduced the viewer to a new perspective that represents perfectly the way we look at ourselves. Traditional ways of representations are not as effective with the presence of more realistic and representative way of telling something of spreading the message. This whole concept of meet-up and watching a virtual projection makes it more intriguing and interesting. This explosion of colours and wide variety of animations grasp instantly the viewer's attention. Old representations were nearly ephemeral. However, 3d Mapping is instant and quick: the ALBA campus is always there unlike the message and the graphics that do not belong to the structure.




Another different approach to 3d mapping is it's re-appropriation in music and arts theme. The projection took place on the Rochester Castle and the video was an unexpected mix of ACDC and Iron Man. Even if the subject was targeted to niche audience, many gathered see the castle warping, morphing and collapsing in front of them. What's different with the ALBA 3d mapping, is that this projection was not created for a particular purpose; it was just produced for the sake of creating art and combining those two themes together. It is now no longer a question of purpose and more a question of aesthetic since artists come up with different ideas and medium to express their art. 

One of the most famous forms of 3d mapping projection is without doubt the Tupac hologram at the Coachella Music and Arts festival in California. Brought to the mainstream by no other than Snoop Dogg and Dr. Dre, this icon of West Side rap appeared safe and sound with the most prominent figures of this genre today on stage. 

Without doubt, 3d mapping has a bright future ahead. The idea of morphing and changing something that is here, always is a huge leap in the way we represent perspective. The fact that it's making art instant compared to nearly ephemeral pieces produced in the past. The show is limited in time creating this urge to gather around walls of concrete to catch the piece of art. What's next? Maybe in few years 3d mapping will be a thing of the past just like canvases.