In this series, we explore projection mapping projects around the globe! From shows on Australia’s iconic Sydney Opera House to Romania’s massive parliament building, we’re displaying some of the hottest monthly global projects.

Beyond sheer spectacle, urban projection mapping can be used as a form of cultural storytelling. It can represent heritage, convey social messages, and connect communities by reimagining the spaces they know best.

And this global phenomenon was recently used as a form of cultural storytelling in Malaysia, during George Town Festival 2025. Held in Penang's UNESCO-listed George Town, the festival has long been celebrated for its dedication to both heritage and innovation. This year, it introduced a new theme, “Connection,” which focused on the relationship between the arts and human experiences.

Over August 2-10, 2025, the festival once again pushed boundaries, including two standout digital art programs: TERANG and IMMERSIOx. Let’s learn more about them.

TERANG: A Beacon of Cultural Storytelling

“TERANG”, meaning bright in Malay, is a projection mapping showcase by Filamen that transformed George Town’s historic Town Hall into a glowing canvas of digital artistry.

It included artworks by established digital artists from Malaysia, Indonesia, and Thailand, alongside student works from Southeast Asian universities in a projection mapping competition. Out of 78 submissions, 37 finalists were selected, including 11 guest works. The showcase centered on the theme of "Rojak,” based on a popular street food dish.

“The theme, derived from a popular salad, is a rich metaphor for our society,” said Abdul Shakir Abu Samah, co-founder of Filamen in an article on The Star. “Just like how it brings together various flavors and textures with a unifying gravy, our region as a whole is also a blend of ethnicities, cultures, languages, traditions and expressions, which all enrich each other. The competition theme reflects the way we live, work and create together—layered and contrasting yet beautifully cohesive.”

Over the course of the nine-day festival, videos of recognizable Malaysian icons, such as the Jalur Gemilang and hibiscus as well as Penang’s iconic shophouses, landmarks and street food, danced across the building’s façade. As columns lit up with the vibrant animations, the Town Hall became more than a building. Families, tourists, and local photographers gathered beneath the projections, their faces illuminated by a shared sense of wonder.

By projecting contemporary digital art onto colonial architecture, TERANG invited audiences to see the city with fresh eyes.

IMMERSIOx: A Playground of Digital Artistry

Just a short walk away, the IMMERSIOx exhibition provided a different kind of digital experience. Housed inside the U.A.B. Building, this interactive show invited visitors into a world of immersive and participatory new media art.

Projection was again at the center, but here it was layered with physical interaction, allowing audiences to touch and move through the artwork.

IMMERSIOx featured a curated selection of installations from both Malaysian and international artists, designed to blur the line between viewer and artwork. From spatial light sculptures to responsive projections that reacted to movement, the exhibit also showcased how technology can be used to deepen engagement with art.

Watch Now

Check out the video below to witness Penang’s heritage come to life using light!

Congratulations to the talented students, Amelia Chong Tsui Tong and Carrie Lye Xin-Yi, for winning the TERANG 2025 projection mapping competition with their work! Their creation wowed the judges with its stunning visuals, creative storytelling, and technical excellence. See a video of the winning project here.

Interested in seeing more AV tech like projectors in action? Learn more about InfoComm Asia, our trade show and conference for AV and integrated experience solutions in the Asia‑Pacific region.

FAQ

Has urban projection mapping grown in the past 5 years?

Yes, urban projection mapping has seen significant growth in the past couple of years, driven by advancements in technology and a rising demand for immersive visual experiences. This growth has helped revitalize tourism and more.

What is cultural storytelling?

Cultural storytelling is the practice of sharing narratives to pass down a community's history, beliefs, customs, and values. These stories help to preserve and transmit cultural identity across generations. But to keep up with modern generations and continue to cultivate an interest in the arts as well as different cultures, storytellers need to keep on adapting by conveying stories in new ways. So, projection mapping is a powerful tool for enhancing cultural storytelling because it allows creators to visually animate spaces and structures in ways that connect audiences to history, identity, and tradition in new, memorable ways.

What are the languages spoken in Malaysia​?

Malaysia contains speakers of 137 living languages. The government provides schooling in three major languages: Malay, Mandarin, and Tamil. The country's vibrant multiculturalism fosters an environment where people can practice and preserve their languages alongside the national tongue.

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Photo Credit: George Town Festival