When Jonathan Dubin, 34, and Madison Bigos Dubin, 30, hosted their wedding reception last October, they transported their guests to Upper Antelope Canyon in Arizona. Only the reception was held at Cipriani 25 Broadway in downtown New York. The couple accomplished this sleight of hand through video mapping, or video projections that effectively paint large surfaces like walls and ceilings. “I had to remind myself that I was in a ballroom because the atmosphere was so immersive,” said Hutton Cooney, a guest who flew in from Chicago.
Mr. Dubin said the images of Upper Antelope Canyon were intended to evoke the feeling of celebrating inside the canyon, which is near the resort where the couple would be honeymooning in Utah. Panoramas of the New York City skyline followed. The finale was aerial views of the Empire State Building as the D.J. and a saxophonist played a rendition of Jay-Z’s “Empire State of Mind,” while many of their 250 guests sang and danced.
Mr. and Ms. Dubin, both real estate entrepreneurs in New York, said that video mapping appealed to them because it immersed their guests in places they love. For Ms. Dubin, who is from Minnesota, it was an opportunity to give family and friends from home “a quintessential New York experience.” With couples increasingly integrating technological innovations into their weddings, video mapping is gaining popularity at ceremonies and receptions, according to event planners and other wedding experts.
Video mapping can come at a high cost, with pricing falling within a broad range. According to data from the wedding platform Joy, video mapping was a $3.9 billion market globally in 2023 and is projected to surpass $4.8 billion this year. The company’s chief executive, Vishal Joshi, estimates that wedding video mapping is currently a $100 million industry in the United States, with couples projecting onto cakes, dance floors or entire venues.
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