Projection mapping has been with us for a decade or more now with light shows on buildings and lighting the sky up with brands logos and objects that leave the viewer mouth wide open.

The art was the main focus, yes it was beautiful, exciting and captivating…



But… How do we make something beautiful and engaging into something that has a function towards transactions for commerce

I saw the case from New Balance 10 years ago, and and it wasn’t until I saw the other cases below that are still very similar that I realized even 10 years later we are using this technology mainly for show vs function

New Balance Case



A Commerce Projection solution could be…

So, imagine this functionality, instead of an art show projected on the shoes, you take artist designs or even better, community designed shoes that are projected in-store, the customer can then pause the projection and be given the ability to be purchase unqiue and limited edition designs.

Why? I hear you ask.

This would;

  1. Give the store more designs to share and open the eco-system up to a open network where communities can help build the brand and sales.
  2. Give the community the ability to design and sell, and in return giving them rewards (NFT’s / bitcoins / Coupons / Discounts / FAME)
  3. Give consumers more options that can also be customized, like NikeID but physically vs digital only.


This simple example shows how we can turn a technology that has all been about lean back experience into a lean forward experience.

Making it more engaging for consumers and more profitable for the brands

And lowering the environmental impact of mass production and waste. [Thanks Felix for the build]

This can all be done with Creative Technology.

Creative Technology Definition;

“Creative technology has been defined as “the blending of knowledge across multiple disciplines to create new experiences or products” that meet end user and organizational needs.

A more specific conceptualization describes it as the combination of information, holographic systems, sensors, audio technologies, image, and video technologies, among others with

artistic practices and methods.

The central characteristic is identified as an ability to do things better.

Creative technology is also seen as the intersection of new technology with creative initiatives such as fashion, art, advertising, media and entertainment.