Case Study:

Stunning HD Projection Installation at South Bank Tower


How do you show off the stunning upper level views of an exclusive luxury (yet-to-be-complete) penthouse from a ground floor marketing suite?



  • Who: L3 Creative Projects for South Bank Tower
  • What: HD Panoramic Projection
  • Where: South Bank Tower, Southwark, London
  • Tech: 10 full HD Projectors, iPad, custom rear-projection display


INITION was commissioned by global marketing events agency, L3 Creative Projects, to deliver a unique panoramic installation that would bring the stunning penthouse views of CIT’s luxury still-in-construction South Bank Tower to the state-of-the-art marketing suite at ground level.



As part of the wider marketing campaign for the new residential tower, Inition was given timelapse footage with which they recreated the stunning views from the building’s upper levels using a massive rear projection display. By seamlessly blending together 10 full HD projectors and synchronous 10 channel playback, the vista, seen through windows in the ground floor marketing suite, gives prospective buyers a realistic, 360 degree panoramic representation of what they might expect to see from the high value, premium apartments on the upper levels.

Using an iPad, staff can show Northeast, Northwest, Southeast and Southwest views, morning, daytime or nightime as well as dusk to dawn timelapse sequences capturing London’s iconic skyline. The 14m wide, 9600 x 2060 pixel resolution, custom rear-projection display is as close to the actual view as is possible to achieve given the upper floors are still in construction.



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  • Inition L3 South Bank Tower hd projection
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With an official launch on the 23rd of September 2014, the experience will be open to the public from the 24th, enabling interested buyers the opportunity to experience the luxury finish – and views – of the upper level apartments on offer.

Stuart Cupit (technical director and co-founder of Inition) said “It was fantastic to work on such an impressive experience and push projection technology to its limits. The view is truly remarkable and really gives you the sensation that you’re standing in the penthouse apartment.

Installing 10 projectors within the very confined space behind the screen whilst bending the light around all the services was a challenge but the end result is testament to the skills and experience of everyone who worked on this project.”

Steve Comerford, Executive Creative Director of L3 commented “We had wanted to create this experience back in 2013 when we took the South Bank Tower project to Asia but at that time the hardware didn’t exist. Inition are major players in the immersive experience arena and like L3 have huge passion for new tech. Canon XEED WUX400ST was the answer and Inition pulled hardware off the production line to enable delivery of the concept. The L3/Inition collaboration has resulted in a stunning experience exceeding client expectations.“

The project has also been announced as a finalist in the retail category at the Inavate Awards 2015 and for the Best Project Award (Retail, Transport & Public Place) at the InstallAwards 2015!