When Jonathan Dubin, 34, and Madison Bigos Dubin, 30, organized their wedding reception in October, they transported their guests to Upper Antelope Canyon in Arizona. But the reception was held at Cipriani 25 Broadway, in the center of New York City.
The couple performed this trick through video mapping, or video projections that effectively paint large surfaces, such as walls and ceilings.
“I had to remember that I was in a ballroom because the atmosphere was very immersive,” said Hutton Cooney, a guest who came from Chicago.
Dubin said the images of Upper Antelope Canyon were intended to evoke the feeling of celebrating inside the canyon, which is near the resort where the couple would spend the honeymoon in Utah.
New York City Horizon Panoramas followed. The ending were seen from the Empire State Building while the DJ and a saxophonist played a version of Jay-Z’s “Empire State of Mind, and many of their 250 guests sang and danced.
The dubins, both real estate entrepreneurs in New York, said video mapping attracted them because they immersed their guests in places they love. For Madison Dubin, who is from Minnesota, it was an opportunity to give family and friends “an excellence experience in New York.”
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Companies and Contemporary Art
With couples increasingly integrating technological innovations in their marriages, video mapping is gaining popularity in ceremonies and receptions, according to event planners and other wedding experts.
Julie Novack, founder and CEO of Partyslate, an event planning platform, said video mapping has its roots in the corporate and non -profit world. It has also been used for a long time in contemporary art.
“It was widely adopted for the first time by companies for about a decade for product launches and to project their logos,” she said. “You are now finding your way at social events like weddings. “
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Victoria Dubin, mother of Jonathan Dubin and event planner in New York, said these projections are increasingly an element of the weddings she plans (including her son’s). A couple she worked with in May 2022 chose one that evoked an Italian Renaissance garden with moss -covered walls, sources, statues and frescoes on the walls. “The bride and groom thought of getting married in Europe, but chose to bring their vision from Europe to New York,” she said.
Expanding market
Video mapping can have a high cost, with prices within a wide range. Patrick Theriot, a projection designer and founder of SEE-HEAR Productions, based in Covington, Louisiana, who designed the images for Victoria Dubin, said: “Design on the side of a 40-story building may require $ 100,000 or more only on hardware rental, but designing on a wedding cake may require an equipment rental less than $ 5,000. “
According to data from the Joy wedding platform, video mapping was a global market of $ 3.9 billion by 2023 and is expected to exceed US $ 4.8 billion this year. The company’s chief executive, Vishal Joshi, estimates that wedding video mapping is currently a $ 100 million industry in the United States, with couples projecting in cakes, dance tracks or entire places.
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The Temple House in Miam, I has an internal production team that creates content. Couples can choose from their extensive projection library, which includes a starry night, fireworks, sparkling rain, disco balls and the Italian Riviera. They can also request custom projects.
Omar Lopez, event director of Candela La Brea, a place located in a 1920s building at Miracle Mile de Los Angeles, said: “We performed about eight weddings a year using video mapping, and that number is constantly growing.”
Henry Rodriguez, 46, who works for a non -profit organization of education, and Suriel Castro, 35, office manager who lives in Long Beach, California, organized their ceremony and reception at Candela La Brea in August, which was attended by 225 guests.
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Both events included cherry scenarios in flower. When it was time to dance, the room alternated between swivel nightclub balls and flashing lights. “We wanted to create a nightclub environment,” said Rodriguez. He said they spent more than $ 3,000 to include projections, and “the expense was worth it.”
Video mapping is not limited to internal areas
Alyssa Carrai, 27, photographer, and Daniel Carrai, 26, creative director and founder of the Sever Production Studio, who live in Charlotte, North Carolina, included him in their wedding reception in April. The celebration, which was attended by 75 guests, was at Andrews Farm in Midland, North Carolina, outside a pool and white house.
Daniel Carrai, who used video mapping in his work with musical artists, made a chrome silver abstract projection that was shown outside the house and resembled moving water.
“It looked like you were moving in the water as it passed,” he said. “Our guests told us that the projection was unlike anything they had ever seen.”
Originally published in The New York Times.
