H&M Opening Dam Square Amsterdam

Mr. Beam’s projections at the H&M store in the Netherlands were pretty awesome. It features some mind-blowing effects that presumably are done by masking the projections by using a template of the actual building – no easy feat. Apparently it is a process called video-mapping.

Interaction of a ribbon flowing in and out of windows, the building rearranging itself and when there appears to be a giant sheet over the building with a reveal are some of the best effects in my opinion. Really, one of the most unique projections I have ever seen. It clearly took a ton of time and careful planning/thinking.

Before this, I was unaware of Mr. Beam, but after looking at his work, I am blown away. Be sure to check out his Waterlandplein projection as well.

Check out more of Mr. Beam’s work at: http://www.mr-beam.nl