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Projection Artworks uses indoor mapping for launch of Cavendish cycling range

Lift Agency-commissioned projection event showcases high-performance line from fastest man on two wheels.

Projection specialists Projection Artworks has worked with the Lift Agency to produce an electrifying video-mapping show for the launch of Mark Cavendish’s collaboration with cycling brand Specialized, following the launch of his CVNDSH brand last summer.

The 90-second show – which was custom-designed to fit the unique architecture of the Yard in London’s Shoreditch – was the centrepiece of a press event unveiling the cycling star’s exclusive line of high-performance active wear and cycling accessories. It centred around six arch-shaped alcoves surrounding the audience and featured bespoke 3D sound design, immersing VIPs and press in the fast-paced world of CVNDSH.

Like Cavendish, the range is built for speed, so the projection featured blue-screen footage of him cycling at top speed and lightning-fast tracelines in his signature emerald green. It also included hero shots of the range, which includes helmets, jerseys and bicycle frames.