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Projection Mapped Hoults Yard Clock-Tower Sculpted Chocolate Cake

September 30, 2015

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Self contained projection mapping booth and Corporate cake sculpture

March 4, 2016

Used by NGI on their stand at CONFEX 2016, the self-contained projection mapping booth developed and designed by your's truly, built and installed by the R&B group who also supplied the AV equipment.



The cake design was to reflect the clients brand, whilst the projection mapping content was design to disrupt and engage from a distance. On closer inspection there were also areas for stand partners to show their logos and display a short montage of their venues/services.


The idea of creating a cake using our own illustrative branding, and projection mapping directly on this definitely hit the mark in originality! It was an eye-catching display... also provided a great way of showcasing all of the stand partners on the stand, with show reels from each stand partner included on the projection. So many visitors stopped by to discover what it was all about!


We used the cake as a draw to the stand in the pre-show marketing too – it was used as a reason to visit us in our pre-show database emails, website and social media activity.


Confex 2016 was a really successful show for us and we met lots of buyers with enquiries worth a potential £4.9m to the local economy – we think the projection mapped cake successfully contributed to this result by helping us to meet more buyers.


Deb Robinson

NGI Marketing Manager





Creative pipeline

CAD drawings to evaluate 'cake engineering' and correct number of portions 4hrs

Baking, sculpting and painting 3.5 days

3D scanning and mesh optimizations 0.5hrs

Producing animated content for projection mapping 3days




Number of potions

150 dessert slices

or 300 coffee slices



CONFEX, Olympia, London, UK


Total Value*

Cake £600

Bespoke build self contained projection booth £700

Equipment hire £800 (3 day hire)

Mapping and content creation £600

* not including delivery costs from Newcastle to London