Beverly Hills Unwrap the Magic 2022
NewMedia Wows Beverly Hills with World-First Naked Eye 3D Mapping ExperienceIn a bold leap forward for projection technology, NewMedia Creative Technology Studio brought Naked Eye 3D Mapping to the streets of Beverly Hills for the very first time—transforming the iconic Beverly Hills City Hall tower into a magical, interactive holiday spectacle unlike anything seen before.
Titled “Unwrap the Magic,” this immersive 3D video mapping experience was a global first: applying Naked Eye 3D techniques, previously reserved for LED billboards in Times Square, Dubai, or Shanghai, directly onto an architectural façade using ultra-high-resolution projection.
From December through January 1, 2023, visitors could witness the building wrapped and unwrapped in a dynamic 7-minute show that revealed a series of vibrant, surprising holiday scenes. Between performances, guests were invited to interact with the building via a custom-built touchscreen kiosk, allowing them to select from 13 unique holiday animations, making each visit a personalized visual journey.
The technical execution was just as awe-inspiring as the creative concept:
3D content resolution: 73 million pixels
Projection power: 240,000 lumens
Audio: Immersive surround sound
Schedule: Nightly from 6 PM to 10 PM through January 1
A perfect blend of cutting-edge technology, public art, and holiday cheer, “Unwrap the Magic” was widely recognized as one of the most beautiful and technically advanced holiday shows in the world.
PROJECT CREDITS
Client: City of Beverly Hills
General Production: NewMedia Creative Technology Studio (www.newmedia.events)
Idea & Concept: Carolina Comas García & Diego De Anna
Creative Direction: Bruce Ferguson, Shaun Madgwick & Carolina Comas García
Production Director: Diego De Anna
Creative Producer: Horacio Bolz
Production Assistant: Sergio Alvarez
Engineering: Yuri Kostengo & Eugene Gruzdev
Programming: Michael Telenchenko
Web App Development: Roman Kotyk
Media Server: Screenberry
Equipment Rental: Paintscaping
Scaffolding & Cover: Scaffold Solutions Unlimited & Stunning Signs
Sound Design, Mixing & Mastering: Chris Chetland & Huia Hamon
Special Thanks to:
Mayor Lili Bosse, Vice Mayor Julian Gold, Councilmember John Mirisch, Councilmember Lester Friedman, Councilmember Sharona Nazarian, Teresa Revis, Laura Biery, Norman Khan (Utopia Worldwide), Hailey Buck, the City of Beverly Hills, and the University of Massachusetts Amherst.
