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 large-scale architectural projection mapping installation introduced Naked Eye 3D technology to Beverly Hills for the first time.
Previously reserved for massive LED billboards in cities like Times Square, Dubai, and Shanghai, Naked Eye 3D was reimagined by NewMedia and applied directly onto the historic façade of Beverly Hills City Hall using ultra-high-resolution projection systems.
From December through January 1, 2023, the iconic tower transformed nightly into a 7 minute immersive architectural show. The building appeared to physically wrap, unwrap, and morph into vibrant holiday scenes—creating one of the most visually striking public projection mapping experiences ever presented in the United States.
Between scheduled performances, visitors interacted with a custom-built touchscreen kiosk, selecting from 13 unique holiday animations, turning the installation into a fully interactive civic media experience.
Technical Specifications:
• 73 million pixel 3D content resolution
• 320,000 lumens projection power
• Immersive surround sound system
• Nightly shows from 6 PM – 10 PM
“Unwrap the Magic” was internationally recognized as one of the most technically advanced and visually refined architectural projection mapping installations of the season.
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.
