# Nike - Architectural Projection Mapping, Beijing

> In spring 2019 Nike staged an architectural projection at Desheng Building in Beijing. MLABART produced the mapped content, with the imagery matched to the building's structural features so the projection read as three-dimensional and carried the brand concept at architectural scale.

- **Client:** Nike
- **Industry:** Sports
- **Location:** Beijing
- **Year:** 2019
- **Published:** 2026-08-23

## Scenario

Nike, spring 2019 -- Desheng Building, Beijing, an outdoor architectural projection.

## Interaction

Content is mapped to the building's own structural features -- edges, recesses and surface breaks -- so the imagery reads as three-dimensional transformation of the architecture rather than a flat image projected onto it.

## Technologies

- Architectural Projection Mapping
- Projection Mapping
- Digital Content Production

## Marketing value

Architectural scale gives a brand moment that is visible from street level to a passing audience, and produces vertical video that performs on social without any additional production.

## Why brands choose this approach

- Architectural scale means the audience is everyone on the street, not only the people you invited.
- Mapping to the building's real edges is what makes it read as the building transforming rather than a flat image projected onto it.
- The footage is vertical-video ready, so the activation keeps producing after the night ends.
- No physical build and no floor area -- the surface is a building the brand already has access to.

## Video

- [Architectural Projection Mapping, Beijing](https://www.youtube.com/watch?v=ae6juU9-BKA) -- uploaded 2019-11-05


## Related Pages

**See also:** [DESCENTE - 90th Anniversary Exhibition](https://mlabart.com/work/descente-90th/)

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**MLABART** -- Interaction - Imagination - Innovation

MLABART is a creative technology studio specializing in interactive installations, digital multimedia art, and immersive experiences. We take projects from creative direction to commercial delivery -- building audiovisual interactive installations, anamorphic 3D billboards (naked-eye 3D), kinetic mechanical installations, and AI-driven experiences for brand activations, exhibition spaces, and public environments.

- Web: https://mlabart.com
- Email: mark@touchworld-sh.com
- Phone / WhatsApp: +86 18917292695
- Canonical HTML version: https://mlabart.com/work/nike-beijing-projection/