In a never ending quest to push the limits of how they engage their athletes and fans, Red Bull created a series of extreme real-world artwork using projectors and infrared cameras that tracked their movements.

I can imagine several scenarios where technology like this could create a way for brands to provide consumers with unique in-store experiences that are always changing. Imagine creating a different moods and settings at different times of the day. Maybe an upbeat energetic mood in the afternoon and a dark thrilling experience for customers after dark.