Projecting Love: How Video Mapping Is Transforming Weddings | Love Inc. Mag (2024)

We dive into how the innovative trend of video mapping is shaping weddings of tomorrow.

The sky is the limit when it comes to creating your wedding design, or, in the case of the latest trend, it's probably more accurate to say the ceiling.

Thanks to swiftly evolving technology, the concept of integrating video mapping into your wedding day design is gaining traction. “It is the most requested service,” says Ahmed Elkaswani, Director of EventsatWSouthBeach, which launched their new projection system during a $6 million renovation in February 2023. “With the built-in technology, there are no complicated sets — the ballroom is ready to perform. It reduces additional costs such as extra time for setup and labor fees and it provides a clean event surface, providing our clients with additional function space to accommodate more guests or allow for a more elaborate tablescape.”

According to a report by MarketsandMarkets, the video mapping market is projected to reach $4.5 billion by the end of this year, growing at a compound annual growth rate (CAGR) of 21.9% from 2019 to 2024. And another survey revealed that 45% of wedding planners and couples are considering incorporating some form of advanced projection technology into their wedding design in 2024.

What Is Video Mapping?

Video mapping, also known as projection mapping, involves projecting images, animations, and videos onto 2-D or 3-D surfaces to create the illusion of movement and depth. Originally used in large-scale events and performances, this technology has found its way into the wedding industry, offering a unique way to enhance the visual aesthetic of ceremonies and receptions.

In the case of the W South Beach, they have 18 projectors simultaneously working together to create the content onto the walls. “When environments come alive, the distance between the guest and what they’re watching disappears. They find themselves part of the experience,” adds Elkaswani.

The Rise of Video Mapping in Weddings

The trend of video mapping in weddings is gaining momentum for several reasons. Firstly, it allows couples to transform any venue into a magical space that reflects their personality and theme. Whether it’s projecting a starry night sky onto the ceiling of a tent or creating a romantic garden on the walls of a ballroom, video mapping can bring any vision to life. W South Beach has over 50 scenes couples can choose from, but they also have the option to build out a custom design.

“Customization can simply include selecting from a wide range of stock footage, for example walking through a sunflower field or a beach sunset. Our graphic design studio, BRDG, will then utilize this footage and digitally map it to our ballroom walls. This process may take up to 3 or 4 weeks,” explains Elkaswani. “Couples can also provide their own imagery/branding. BRDG consults and requests content to be in certain format.Alternatively, customization can be a more complex process. Clients may opt to have specific footage of landscape, people, or material. This would require BRDG to set up a camera crew and film to obtain footage. Once footage is captured, BRDG will then edit and map accordingly. This process may take up to 3 or 4 months, depending on the type of footage, season, etc.”

Ways to Use Video Mapping in Weddings

Video mapping can be applied in various ways to enhance different aspects of a wedding. Here are some popular ways couples are incorporating this technology:

1. Ceremony Backdrops: Video mapping can be used to create stunning backdrops for the ceremony. For instance, couples can exchange vows against a backdrop of a virtual sunset or a serene waterfall.

2. Reception Decor: Transforming the reception venue with video mapping can turn ordinary walls into dynamic canvases. Projecting floral designs, abstract patterns, or even live video feeds can add an extra layer of sophistication to the event.

3. Dance Floors: Video mapping on dance floors can create interactive and vibrant environments. Couples can dance on a floor that lights up with each step or displays a personalized animation of their names and wedding date.

4. Table Projections: Table settings can be enhanced with video projections that create the illusion of moving patterns, floral arrangements, or thematic elements related to the wedding.

5. Cakes and Centerpieces: Even wedding cakes and centerpieces can be brought to life with video mapping, creating a dynamic and visually engaging focal point.

We recently featured Hernan and Scott‘s West Hollywood wedding that incorporated video mapping on their reception walls, dance floor and tabletops. “Theprojectiontold the couple’s love story featuring the Los Angeles skyline and Hollywood sign to represent where the couple met, Texas which is Scott's home, art by an Argentinean artist where Hernan grew up, and Mykonos where the couple will spend their honeymoon,” says planner Stacey Ruiz, who brought in projection team Paintscaping to bring the vision to life.

What Is the Cost for Video Mapping?

Costs is dependent on the level of technology and the complexity of the design. To give you a ballpark, W South Beach, which is the only hotel in North America with a ballroom that has built-in state-of-the-art video mapping technology, has video mapping packages that start at $9K, with the most expensive customization to date pricing in at $19K. “This included multiple customized scenes using stock footage, enhanced with branding and additional graphics. The process included many consultation sessions,” notes Elkaswani.

Benefits of Video Mapping

Before you get too sticker-shocked at the pricing, let's lay out the benefits of using video mapping.

1. Enhanced Visual Impact: Video mapping can create a breathtaking visual experience that is difficult to achieve with traditional decor. The dynamic and immersive nature of video projections leaves a lasting impression on guests.

2. Versatility: Video mapping can be adapted to fit any theme or style, making it a versatile tool for wedding planners. “Couples choose the content and can create multiple atmosphere experiences throughout the evening,” says Elkaswani. Whether it’s a fairy tale wedding or a modern, minimalist celebration, video mapping can enhance the aesthetic.

3. Personalization: Couples can incorporate personal elements into the projections, such as photos, videos, and messages. This level of personalization adds a unique touch to the wedding and makes it more meaningful.

4. Cost-Effectiveness: While video mapping can seem expensive upfront, it can actually be a cost-effective solution. “Rather than hiring a production company and spending large amounts on labor costs, production, and additional room rental, theclient can create a fully immersive experience for a fraction of the cost.” You achieve a high-impact look with fewer physical materials.

5. Memorable Guest Experience: Video mapping creates an interactive and engaging environment for guests, and at this point-in-time, is still extremely innovative, so you're likely to be the first wedding where guests have this experience. The visual spectacle can be a talking point and enhance the overall guest experience.

Challenges and Considerations

Despite its many advantages, there are some challenges and considerations to keep in mind when incorporating video mapping into a wedding:

1. Technical Requirements: Video mapping requires high-quality projectors, screens, and software, which can be expensive. It also requires skilled technicians to set up and operate the equipment. If this is on your radar, it's smart to look into a venue that already has this system built-in (like W South Beach) to avoid installation costs.

2. Venue Compatibility: Not all venues are suitable for video mapping. The venue needs to have appropriate surfaces for projections and adequate space for setting up the equipment.

3. Planning and Coordination: Incorporating video mapping into a wedding requires careful planning and coordination. It’s essential to work with experienced vendors who understand the technical and creative aspects of video mapping.

4. Budget: While video mapping can be cost-effective in some cases, it can also be a significant investment. Couples need to budget accordingly and prioritize their spending.

As technology continues to advance, the possibilities for incorporating video mapping into wedding design are endless, and we're so excited to see what the future holds and how it will shape the wedding trends of tomorrow.

Photos by John & Joseph from Hernan and Scott's Hollywood Wedding; video courtesy of Marriott W South Beach