For the official debut of Armenia's new real estate construction brand, Founder Global, C-Squared delivered site-specific architectural projection mapping and an atmospheric laser show directly onto an active building under construction. Executed in technical collaboration with concept directors Samir Azaryan, Irina Rudkovskaya, and the SAPG agency team, C-Squared transformed an unfinished concrete residential structure into an illuminated visual stage for the brand's premiere launch event.
Project Overview
Client / Partner: Founder Global / SAPG (Samir Azaryan & Irina Rudkovskaya)
Project Name: Founder Global Brand Launch
Date: 2026
Venue: Yerevan, Armenia (Active Founder Global Construction Site)
C-Squared Scope: Outdoor architectural 3D surface projection mapping, high-power atmospheric laser show deployment, long-throw optical projector calibration, signal routing, and on-site visual execution
Concept & Direction: Samir Azaryan, Irina Rudkovskaya, SAPG
The creative team at SAPG commissioned C-Squared to engineer an industrial visual launch event at an active Founder Global construction site. Following the creative direction developed by Samir Azaryan and Irina Rudkovskaya, the brief required projecting high-contrast architectural graphics and branding onto the raw concrete and structural facade of the unfinished building, supplemented by an atmospheric laser show to highlight the structural form of the future residential project.
Mapping projections and deploying high-power lasers on an uncompleted construction site presented non-standard technical hurdles. The unfinished concrete exterior, exposed structural columns, and lack of flat, finished facades required specialized 3D spatial alignment software to eliminate visual warping across uneven surfaces, alongside deploying weather-protected, freestanding hardware rigs safely within an active development area.
Unfinished Architectural Surface Calibration: Positioned high-brightness, long-throw projector arrays on temporary freestanding towers, using spatial warping software to align motion graphics and brand messaging precisely across raw concrete walls and exposed building floors.
Atmospheric Laser Array Deployment: Installed high-power outdoor laser systems around the construction site perimeter, casting aerial light grids, geometric beams, and volumetric light sweeps framing the building's structural silhouette.
Synchronized Show Execution: Managed low-latency video and laser signal routing from the control desk to execute synchronized visual transitions in direct response to the brand presentation program.
Successfully delivered continuous 3D architectural projection mapping and atmospheric laser show routines across the active building facade throughout the brand launch without technical delay or hardware failure.
Commissioning Brand: Founder Global
Concept & Direction: Samir Azaryan, Irina Rudkovskaya, SAPG
Projection Mapping & Laser Execution: C-Squared
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