SenovvA Executes Massive Projection Mapping Installation at Ultra Music Festival


Miami, FL – March 23 – 25, 2012 – SenovvA, Inc. has executed one of the largest and longest run urban projection mapping installations ever produced in the United States for client Red Bull at the Ultra Music Festival in downtown Miami’s Bayfront Park. The installation, Red Bull Mind Meld (#redbullmindmeld), featured projection on the exterior surface of the InterContinental Miami hotel during headline sets from dusk until midnight on all three nights of the festival. Red Bull branded content, created by Brooklyn, NY based company Integrated Visions Productions (IVP), was visible for miles by nearly 200,000 electronic music fans and countless curious residents and visitors, some of whom watched from boats moored offshore. UMFTV (#umftv) broadcast the festival and installation to more than a million fans worldwide. Passengers arriving and departing Miami International Airport reported being transfixed by the sheer size of the display as they traveled.

The Ultra Music Festival is without rival in the electronic dance music world and global festival circuit. It is one of the largest festivals of its kind in the world, with nearly 200,000 fans in full creative regalia, in various states of dress and undress. For three days, legions of festival attendees descended upon downtown Miami, many in hallmark fur boots, seeking a three-day experience with the world’s best and emerging electronic dance music artists. With a lineup including David Guetta, Tiësto, Justice, Skrillex, Afrojack, Laidback Luke, Fatboy Slim, Armin Van Buuren, Bassnectar and more – like a surprise from Madonna herself – the festival sold out fast and continued well into the night. This created the perfect canvas for a gigantic, visually stimulating and subtly branded projection mapping installation.

Senovva and IVP worked with Red Bull to create a proprietary display that would lift both the brand and the festival to stratospheric heights, in both live music and in technology circles. SenovvA leveraged its world-renowned technical and creative expertise in production design and management to produce the unprecedented Red Bull Mind Meld projection mapped installation. IVP developed more than 30 custom 3D animation modules, integrating cultural and extreme sports footage from the Red Bull content pool into the projections.

The SenovvA produced installation was the canvas for the visual announcement of Madonna’s surprise, and first, appearance on the second day of the festival during the headline set by Avicii.  Madonna’s creative team sent logo files for the release of the pop icon’s upcoming album MDNA just days before the performance, the projection of which the content and production teams coordinated precisely to her climactic stage entrance.

From a technology perspective, the project was cutting edge and one of the largest and longest running urban projection mapping projects ever produced in the United States. To achieve the scale and quality of the project, SenovvA blended and converged 12 large format Barco HD projectors combined with United Visual Artists’ (UVA) d3 media management system to create a seamless high-resolution display that covered the entire concave exterior of the landmark InterContinental Miami Hotel. The installation featured a massive overall surface area of nearly 15,000 square feet and covered 29 stories of the landmark hotel.

One media source described the visual augmentation of the Intercontinental Miami as dominating the festival (, however SenovvA, grateful for the compliment, stressed that the installation was made possible from the strong connection between everyone involved.

SenovvA and its partners are the vanguard of the industry in production and projection mapping. Its pedigree is unparalleled. Principal productions and projects include the Academy Awards and American Idiot (The Musical) on Broadway. It has produced projection mapping and augmented reality projects on various scales and canvases, and with a diverse range of brands and artists. SenovvA recently produced projection mapping projects such as ‘Immersive Surfaces’ on the anchorage of the Manhattan Bridge during the DUMBO Arts Festival 2011, on the interior of Skylight Studios for the Jason Wu for Target capsule collection launch in New York City, and at Lincoln Center for the Barbie’s Dream Closet event during New York Fashion Week.