Art Deco Projection Mapping

Project: Art Deco Projection Mapping Client: Alcon Agency: Groove Jones Production / Studio: Groove Jones

Executive Creative Director: Karim Youssef Creative Director: Armando Loredo Producer: Gary Banks AI Expert / Motion Design: Armando Loredo

Art Deco Projection Mapping was created as the atmospheric anchor for Alcon's New Technology Showcase: an architectural motion piece designed to set the tone before a single presentation began. The goal was not to fill the room with content, but to make the room itself become the content.

Art Deco Projection Mapping is a digital experience for Alcon in partnership with Groove Jones, shaped as a connected experience rather than a collection of separate deliverables.

The decision to avoid a conventional program changed the creative strategy. Instead of directing attention toward a podium or screen, the work made the architecture carry the narrative. The lobby became a slow-build spectacle for doctors, staff, and leadership arriving into the space, letting the event feel iconic without ever becoming theatrical in a forced way.

That approach depended on respecting the building first. T&P Station is one of Texas' strongest Art Deco environments, so the visual direction drew directly from its Zigzag Moderne geometry, metallic detailing, and monumental proportions rather than pasting a generic branded animation package onto the walls.

Blue Studios brought strategy, creative direction, design, technology, production, and post together around one clear audience-facing idea.

The four-panel wall became the primary canvas. Rather than treating each panel as an isolated screen, the projection mapping was designed as one continuous composition that could stretch across the full architectural surface and read as a unified spatial gesture from anywhere in the lobby.

The motion language leaned into ambient choreography instead of hard-sell spectacle. Chevrons, sunbursts, stepped forms, and light trails moved with enough restraint to remain architectural, giving the room a sense of motion and ceremony without pulling guests out of conversation.

Subtle ocular motifs were threaded into that system for the specialist audience. Aperture-like forms opened and closed, concentric rings hinted at the structure of the eye, and the imagery rewarded close attention without turning into literal medical illustration. The work stayed sophisticated because the references stayed embedded inside the design language rather than sitting on top of it.

Color completed the read. Alcon brand hues established the background field, while gold linework and warm cream accents helped the installation feel luxurious and historically grounded. That balance made the piece unmistakably tied to Alcon while still belonging naturally to the station's Art Deco interior.

The installation was also designed for endurance. Instead of a single one-off sequence, the content was built as a looping set of animated vignettes that could hold the room across a three-hour reception, with enough internal variation to keep staggered arrivals from seeing the same moment repeat on an obvious cycle.

That long-form environmental thinking is what made the projection mapping effective. Guests were not asked to stop what they were doing to watch a show; they were allowed to discover the piece while moving, talking, and orienting themselves in the space, which made the environment itself part of the social experience.

The result was a branded architectural moment that opened Alcon's showcase with confidence. The projection mapping gave the event a signature visual identity, turned the venue into a storytelling surface, and proved that a room can communicate innovation without relying on a standard stage-driven presentation format.

Related link: Groove Jones projection mapping work

https://www.groovejones.com/projection-mapping-bringing-brands-to-life-with-immersive-animated-experiences

Source case study

https://www.groovejones.com/art-deco-projection-mapping