The Barco technology and expertise allowed us to deliver a truly remarkable projection mapping display on one of the most iconic buildings in the world.
Zurück
WhatsApp race car emoji activation takes over the Empire State Building
New York City, United States · 2024
In collaboration with VTProDesign and Fuse Technical Group, Barco transforms one of the world’s most iconic skyscrapers, the Empire State Building, with a lively activation, celebrating the partnership between WhatsApp and Mercedes-AMG Petronas F1 team.
Barco solutions:
- 46x UDX-4K40
Key benefits:
- combines high performance in a compact & rugged design
- powerful 4K processing through Barco Pulse
- reliable and timely execution in high-stake projects
photo credits to Hitchhiker Media
Context
Standing as a testament to human ingenuity, the Empire State Building is not only an architectural icon but also a versatile platform for visual communication. Over the years, it has evolved into a giant electronic billboard for corporate advertisements and movie releases, drawing attention from millions around the world.
The latest project involved showcasing a new WhatsApp emoji of a racing car, in conjunction with the Mercedes-AMG Petronas F1 team. The festivities included appearances by seven-time world champion Lewis Hamilton and Toto Wolff, a never-before-seen F1 car demonstration down Fifth Avenue, and a custom three-minute animated projection of the emoji.
Challenge
The team sought a partner capable of delivering superior quality projection mapping solution to match the building’s iconic status as a cutting-edge visual landmark. The project required high-brightness solutions that could seamlessly blend and warp images across the extensive surface of the 103-story art deco marvel. Additionally, the project demanded quick turnaround times and flawless execution to meet tight deadlines.
Solution
Barco's robust portfolio of projection technology and its reputation for delivering exceptional mappings on large canvases and wide angles played a crucial role in securing the landmark project. Central to the solution was the deployment of forty-six Barco UDX projectors.
Known for their high brightness, superior image quality, and ability to blend and warp images accurately, the UDX-4K40 projectors were the perfect choice for this monumental task. The projectors feature 4K UHD resolution and 37,500 lumens light output to light up the architectural wonder standing tall in the concrete jungle.
The collaboration between Barco's team and Fuse Technical Group's production experts, the content creators, and graphic artists pulled off a seamless integration of technology and artistry. Barco's logistical efficiency was also a decisive factor, with the company managing to expedite shipping and have fully operational units ready within just 10 days.
Results
Through the strong partnerships between the different players and the deployment of top-tier technology, the projection mapping was handled with precision and excellence. The WhatsApp & F1-themed activation captivated New Yorkers and visitors alike with a playful sky-high spectacle.
"Working with Barco on this project has been an incredible experience," said Chris Peterson, Vice President of Entertainment at Fuse Technical Group. "Their technology and expertise allowed us to deliver a truly remarkable projection mapping display on one of the most iconic buildings in the world."
Related customer stories
2026 · Frankreich
Puy de Lumières hebt monumentales Storytelling auf ein neues Niveau.
Vor der dramatischen Kulisse der Vulkane der Auvergne hat sich Puy de Lumières zu einem der ambitioniertesten Kulturerbe-Illuminationspfade Frankreichs entwickelt. In ihrer zehnten Saison schlägt die Erlebniswelt ein neues Kapitel auf – dank modernster Barco-Laserprojektionstechnologie. An ikonischen Orten wie dem Crozatier-Museum, der Carmes-Kirche und dem legendären Felsen Saint-Michel d’Aiguilhe vereinen sich Licht und Storytelling, um das kulturelle Erbe der Region in eine immersive nächtliche Reise zu verwandeln.
2026 · Wuxi, China
Barco-Projektoren ermöglichen die Eröffnungsfeier zum Vesak-Tag der Vereinten Nationen.
Am 26. Mai fand im Lingshan-Brahma-Palast-Theater in Wuxi die Eröffnungsfeier des 21. Vesak-Tages der Vereinten Nationen statt. Der Vesak-Tag ist ein bedeutender buddhistischer Feiertag, der an die Geburt, die Erleuchtung und das Parinirvana des Buddha erinnert. Damit fand die Veranstaltung zum ersten Mal in China statt. Mit seiner fortschrittlichen Bildtechnologie schuf Barco ein fesselndes Erlebnis, das traditionelles Wissen nahtlos mit modernem Bühnenbild verband.
2026 · China
From racetrack to skyline: F1 energy lights up Shanghai
In mid-March, the Formula 1 Chinese Grand Prix 2026 lit up Shanghai. As part of the city’s “Spring Debut Season” – a flagship Culture-Commerce-Tourism-Sports-Exhibition initiative – the Checkered Flag Carnival ran alongside the race, turning the event into a full city-wide experience. While the daytime program delivered interactive showcases and fan engagement, the real transformation happened after dark. Along the West Bund in Shanghai’s Xuhui District, Barco high-brightness projection brought iconic architecture to life. Landmark buildings became dynamic storytelling canvases, extending the speed, energy, and emotion of motorsport into Shanghai’s nighttime skyline.