Microsoft recently took over the Stachus Gate in Munich with an innovative fusing together of live game play and projection mapping technology in order to demonstrate the controller-less concept behind the new Xbox peripheral, Kinect.
Sylvie van der Vaart, Dutch TV personality and one half of the famous football couple, donned her fur coat to take to the streets in Munich's famous Karlsplatz to cut the virtual gaming tape on a large-scale piece of interactive art inspired by the new console addition.
Participants at the event where able to take control of the medieval structure by jumping, dancing and waving in order to directly affect the visuals displayed on the side of the building.
Although somewhat simplistic when compared to the awe factor seen in other non interactive 3D projection maps, such as the recent effort from Ralph Lauren, this does highlight how the concept could be developed to bridge the gap between viewer and active participant as brands line up to outdo each other with the ground breaking mapping technology.
Taking the viewer from the initial 'wow' of the experience into a deeper, more immersive and personal experience they can shape has to be the next big move for a brand as projection mapping becomes increasingly ubiquitous in marketing in 2010.