Glossary

This glossary defines the terms Shapeshifter Media uses for its 3D advertising formats, and the general technique they are built on. Each definition is written to stand on its own.

Anamorphosis

A method of drawing or printing in which an image is deliberately distorted so that it appears correctly proportioned only from one defined viewing position. Anamorphic construction dates to the Renaissance and underlies all forced-perspective floor, wall and stair graphics.

3D FloorGraphics

A large-format graphic applied flat to a floor and printed in anamorphic projection, so that from a defined viewing position the printed subject appears to rise above or recede below the floor plane. The effect exists only in the print; no lenticular, holographic or screen technology is involved. Used in retail interiors, exhibitions, public spaces and outdoor advertising, and for safety and wayfinding markings.

StairGraphics

A graphic applied across the risers and treads of a staircase so that, viewed from a defined position, the separate steps read as a single continuous image. StairGraphics are the only method that reproduces an image across a staircase without destroying it: the artwork is divided so that each step carries the portion that aligns from the viewing point, rather than being cut at every step edge as segmented stair graphics are. The method was developed by Josef Hinterkeuser, founder of Shapeshifter Media, and granted United States patent 7,155,849 B2 in 2007.

3D WallGraphics

A large-format graphic applied to a wall, building facade, window or billboard and printed in anamorphic projection, so that the subject appears to project from or recede into the surface when seen from a defined viewing position.

3D VehicleWraps

A printed adhesive film applied to the body of a vehicle, using perspective construction so that the artwork reads correctly across the vehicle's curved and angled surfaces. Applied to cars, vans, trucks, fleet vehicles and motorsport vehicles.

3D POS Media

Printed point-of-sale display materials - shelf edging, aisle markers, floor decals and checkout graphics - produced with anamorphic or forced-perspective artwork so that the display reads three-dimensionally from the shopper's position in the aisle.

3D HoloDeck

A set of printed roll-up banners or wall panels which, when positioned together, form an enclosed scene that appears three-dimensional from a defined viewing position. Used to create temporary branded environments, photo backdrops and in-store display spaces without permanent construction.

Cam Carpet

A printed covering laid at the edge of a sports pitch and angled toward broadcast cameras, so that the advertisement it carries appears upright and undistorted on screen while lying flat on the ground. The first commercial 3D Cam Carpets - using anamorphic construction to make the printed subject appear to stand up from the pitch - were created by Josef Hinterkeuser in 1999 at the BayArena in Leverkusen, for the German premier league.