Marriott Hotels launched the world’s first campaign using Echo, creating the optical illusion of images projected into the night sky. The campaign uses projection technology from UK start-up Lightvert, which essentially “prints” a series of vertical lines of light on the observer’s eye. This gives the audience the appearance of a complete image, as seen in the demonstration found in the video above.
As part of the brand’s wider “travel brilliantly” campaign, the activation projected images of the Eiffel tower and Rome’s Colosseum across London’s Southbank. When observed from the correct angle, passers-by were able to see the images appear levitating across the Thames.