Projection Mapping to Revitalise Local Communities through the Art of Light, a book by Takeaki Higashiyama, President of Ippiki Corporation, will be available from 1 March 2024 from Gentosha.

The book introduces basic knowledge about projection mapping and a wide range of unique regional case studies that utilise it. The book is aimed at local government officials who are working on regional development and cultural tourism DX, people involved in regional cultural tourism, and next-generation creators who are interested in projection mapping, and conveys the possibilities of projection mapping and provides hints for raising the profile of the region.

Title: Local development through the art of light Projection mapping to revitalise local communities

Author: Takemei Higashiyama (President, HITOHATA,INC.)

Release date: 1 March 2024

Publisher: Gentosha

Specifications: 46x format / 200 pages

List price: 1,760 yen (incl. tax)

List price for e-book: 1,672 yen (incl. tax)

ISBN: 978-4-344-94745-0

Bookstores: Sanseido Bookstore Nagoya, Kinokuniya Shinjuku, Maruzen Lazona Kawasaki, Junkudo Ikebukuro, Maruzen Marunouchi, Junkudo Nagoya Sakae, Kinokuniya mozo wonder city, Junkudo Nagoya, Junkudo Naha, Maruzen Sendai AEL, Maruzen Kyoto, Kinokuniya Hiroshima, Sanseido Omiya, Junkudo Takashimaya, Tokyo Asahiya Shiki, Book First Lumine Kawagoe, Yaesu Book Centre Keikyu Kamioooka, Kinokuniya Yokohama, Book First Aobadai, Kinokuniya Musashi Kosugi, Junkudo Fujisawa, Maruzen & Junkudo Shin-Shizuoka, Maruzen Tsudanuma, Kinokuniya Umeda, Junkudo Osaka, Junkudo Kintetsu Abeno Harukas, Maruzen & Junkudo Umeda, Book First Shinjuku, Junkudo Kichijoji, Sanseido Bookstore Ikebukuro, Yurindo Yokohama Station West Exit, Kinokuniya LaLaport Yokohama, Maruzen Nihonbashi, Sanseido Bookshop Seijo, Book First Lumine Kitasenju, Tokyo Asahiya Bookshop Ikebukuro, Junkudo Bookshop Tachikawa Takashimaya, Book First Atre Omori, Junkudo Bookshop Oizumigakuen, Junkudo Bookshop Fukuoka, Maruzen Hakata, Junkudo Bookshop Sannomiya, Book First Hankyu Nishinomiya Gardens, Sanseido Bookstore Sapporo, Maruzen & Junkudo Bookstore Sapporo, Maruzen Hiyoshi Tokyu Avenue, Maruzen Unimo Chiharadai, Kinokuniya Bookstore Nagoya Airport

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Genre: Practical books (business)

Overview:

Attracting people, creating excitement and revitalising communities

Projection mapping" is a spatial production that uses digital technology to project images onto buildings and other structures. The author, who has produced total projects from planning to advertising and effect measurement according to the problems faced by each local authority, explains in detail from preparation to results based on successful examples of regional revitalisation.

To attract tourists to a region and link it to regional development, or to increase the visibility of a local tourist spot so that more people become aware of it - in recent years, an increasing number of local authorities have been implementing projection mapping to achieve these objectives.

Projection mapping refers to a technology that uses projectors to project images along the shape of buildings, objects and other three-dimensional objects to create various visual effects, or to events and performances that use this technology. By projecting images onto local historical buildings and cultural assets, a fantastic space can be created through light art. The excitement brought about by the powerful images unfolding before your eyes can only be experienced by visiting the location, and is expected to attract a large number of visitors.

In addition, many people spread videos and photos on social networking services to share the excitement and emotion of seeing projection mapping, which is effective in terms of spreading information and creating a buzz outside the audience, including overseas visitors. Furthermore, as projection mapping requires a dark environment and is carried out outdoors at night, it can also aim to have an economic ripple effect by promoting the night-time economy (economic activities at night), such as eating, drinking and lodging in the surrounding area.

The author runs a company that produces and comprehensively directs local events using digital technology such as projection mapping, and has organised digital art events using various locations such as castles, temples and other traditional local architecture, cultural tourism resources, old houses and restaurants registered as cultural assets, art galleries and museums. Digital art events have been organised.

The author says that in order to plan effective projection mapping, it is important to include scenes that express the historical and cultural traditions unique to the area in the video content, and to make the event an event where tourists can realise the value of visiting the location and watching the images. Based on this idea, the author has led many projects to success by providing total management, from the formulation of a strategy for what the event is to achieve and the production planning to the measurement of the ripple effect after the event has finished.

Even in regions that are not well known for their famous buildings, if you look at the history, cultural traditions and natural landscape of each region, you can always realise unique projection mapping that can only be done in that region. By producing video content that weaves together the wonderful attractions of the region and by implementing projection mapping that makes the most of the region's unique location, not only can the attractions of the region be conveyed to participating tourists, but it can also help to foster civic pride in the local residents. This can lead to the development of civic pride in the local population.

Furthermore, by carefully listening to local issues and the expected effects of projection mapping, planning, concept-making to attract visitors, strategic public relations and other aspects, and strategically and meticulously designing and evaluating the projection mapping, it is possible to attract people to the local area even if there are no well-known national treasures. Projection mapping can attract people to a region and lead to regional development, even if there are no well-known cultural assets of national treasure status.

This publication introduces basic knowledge about projection mapping and a wide range of unique regional case studies that make use of it. This book is aimed at local government officials and people involved in cultural tourism in the region, as well as next-generation creators who are interested in projection mapping, and provides hints on the possibilities of projection mapping and how to raise the profile of the region.

Author profile.

Takeaki Higashiyama

Representative Director, HITOHATA,INC.

Born 1980 in Tokyo, Higashiyama joined NHK (Japan Broadcasting Corporation) in 2002. Retired from NHK in June 2019. Retired from NHK (Japan Broadcasting Corporation) in June 2019. Appointed Secretary to the Cabinet Secretariat and Minister of State in December of the same year; resigned in June 2020.

Since then, as producer and general director of projection mapping and immersive museums, he has worked on 'Okazaki Castle Keep Projection Mapping', 'National Historic Site Saigu Site Heian Picture Scroll Projection Mapping', 'UNESCO World Heritage San Marino Historic Centre and Mount Titano Palazzo Pavlico The company has been involved in various digital art events in Japan and abroad, including 'Projection Mapping'.

In September 2023, he produced a 3D projection show as the opening of a reception for tourism to Japan, a side event of the UN General Assembly organised by the Japan Tourism Agency and co-organised by the Ministry of Agriculture, Forestry and Fisheries in New York, USA, and in December 2023, he comprehensively directed the 'National Treasure Matsumoto Castle Keep Projection Mapping'. In the spring of 2024, he produced the large-scale immersive museum project 'Ukiyo-e in Motion MILANO' in Milan, Italy.

Table of contents

PART 1 Combining local attractions and digital technology to provide new value

Projection mapping to revitalise regions

01 Challenges for local authorities in regional revitalisation

・Local governments are suffering from a declining birthrate and an ageing population.

・The projection mapping system is a catalyst for regional revitalisation.

・Projection mapping contributes significantly to regional economies.

02 What is projection mapping?

・Technology for projecting images along three-dimensional objects such as buildings and objects.

・The use of 3DCG images enables dynamic expressions.

03 History and expansion of projection mapping

・Used in Disneyland attractions.

・The technology is used to project images along the lines of 3DCG images, enabling dynamic expressions.

・The range of applications is expanding due to technological advances.

・Evolution of 3DCG production technology

・The spread of SNS and regional development

・The night-time economy will be revitalised.

・The emergence of XR and Metaverse and cultural tourism DX

PART 2 Attracting people, creating excitement and revitalising communities

Projection mapping Success stories

CASE1-1 Okazaki City, Aichi Prefecture

The projection of a motif unique to the birthplace of Tokugawa Ieyasu onto a castle attracted approximately 50,000 visitors over nine days

・Projection mapping to maximise the economic effect of the Taiga Drama.

・Projection mapping using not only the castle tower but also Japanese umbrellas to promote circulation.

・Extend the time spent in the city and promote the city tour.

・The projection mapping is a unique Okazaki presentation using armour associated with Tokugawa Ieyasu and Mikawa fireworks.

・To uncover under-utilised local cultural and tourist resources and make their attractions more accessible.

・Project to improve the attractiveness of the city centre, implemented in the aftermath of the Corona disaster.

・Projection mapping that can be implemented in the Corona disaster.

・Adopted as an official programme of the Japan Expo by the Agency for Cultural Affairs.

CASE1-2 Okazaki City, Aichi Prefecture

Innovative project to create a new art space through collaboration between traditional arts and cutting-edge digital technology

Innovative live performance that creates a new art space

・Fusion of projection and live performance.

(POINT) Why projection mapping can lead to regional revitalisation

・The projection mapping is a new type of art space.

・What is sought is Japaneseness.

・Expected regional revitalisation

・Impact on the local economy

・The impact on local youth.

・What is required of the event, which has changed with the Corona Disaster.

CASE 2 Nishio City, Aichi Prefecture

More than 8,000 people gathered at the 'Unknown Castle'

Praise on social networking sites generates pride and attachment

・Creating a new night-time landscape with a local symbol as the main attraction.

・Challenges in communicating the appeal of the event identified in the search for a venue.

・The attractiveness of the architecture is also a key factor in attracting visitors.

・Flowers and gorgeous picture scrolls decorated the night castle.

・The response on social networking sites far exceeded expectations.

・The night castle was a great opportunity to get to know the local shops.

・From 'unknown castle' to a castle to be proud of.

(POINT) Four prerequisites for success

・Basic conditions for selecting a venue

・The following are some examples of objects that can be affected and points to bear in mind

・Imagine and confirm the actual event.

・The following four prerequisites for a successful projection are necessary for a successful event: - A variety of projection options - Imagine the actual event and check it

・The following are some of the key points to consider when selecting a projection site.

・Simulate posting on social networking sites using a smartphone.

・The importance of an operations manual that envisages various scenarios.

・The importance of an operational manual that simulates various situations.

・The importance of a venue operation and management for general events.

・The importance of an operational manual that simulates various scenarios.

・Public relations strategies to maximise effectiveness.

・Finding keywords that are topical.

・Arrangements to attract influential media coverage.

・Think about who you should deliver the information to.

・The importance of narrowing down the target audience.

・Strategic approach to successful events

・Strategic approach for a successful event - Post-event SNS ripple effect analysis

・Projection system design and 3D modelling

・Projection targets that are difficult to model

CASE3 Nagoya City, Aichi Prefecture

Collaboration of digital art and buildings that retain the atmosphere of a castle town

Attracting people with extraordinary spatial art

・Fusion of an old private house, ikebana flower arrangement and projection mapping.

・A new style of artwork.

・Advantages of an indoor projection

・History of the Ito Family Residence

・The history of the Ito family residence.

・Consider the characteristics and merits of both outdoor and indoor projection mapping.

(POINT) Three things to know when considering outdoor projection mapping.

・CASE4 Meiwa Town, Mie Prefecture

・The number of tourists has exploded from approximately 70,000 to 130,000.

・The town of Meiwa, Mie Prefecture, has seen an explosion in the number of visitors from around 70,000 to 130,000.

・The town has succeeded in attracting many tourists as a result of the publicity it has generated.

・The experimental fee was set, but many people came to see the exhibition.

(POINT) What we pay attention to in CG animation production

CASE 5 Sekigahara Town, Gifu Prefecture

Great publicity for the commemorative museum by creating a big buzz

Attracted approximately 9,000 visitors in three days

・First projection mapping after the opening of the facility

・Each building has to have its own twist.

CASE6 Nisshin City, Aichi Prefecture

Record number of visitors due to overwhelming attention

NHK's live broadcast had the greatest effect

・Aiming at the effect of the opening of the Ghibli Park in the neighbouring municipality, the project aimed to create a night-time sightseeing tour.

CASE7 Tsu City, Mie Prefecture

Co-performance of traditional culture and digital technology at one of the largest temples of national treasures in Japan

Attracted approximately 10,000 visitors over two days

・Collaboration between a huge national treasure wooden building and digital art

CASE8 Matsusaka City, Mie Prefecture

Hybrid of projection mapping and lighting up, making use of the entire space of the building and garden

・Digital light-up using light to illuminate the entire space, without limiting the projection to a single object.

PART3 Impressions and surprises that will remain in the history of the region and in people's memories

Projection mapping technology is still evolving

01 Finding content from new perspectives

・The challenges and expected effects of a society with a declining population.

・Inbound-oriented content that can convey new attractions

02 Technological evolution and the mediaisation of the individual

・Projection mapping has become more accessible with the evolution of technology.

・Approaches that are changing with the 'personalisation of media'.

03 Projection mapping to produce the future

・The future of projection mapping is the creation of emotional experiences that go beyond XR through the fusion of realism and projection.

・What is required is total producing ability.

Conclusion