Caesar's Horseshoe Casino Cleveland Grand Opening

Caesar’s Horseshoe Casino in Cleveland demanded a new and exciting way to celebrate their grand opening in May. In lieu of a traditional ribbon cutting ceremony, it was decided to celebrate the city’s rich heritage and the Horseshoe brand in an innovative image mapping project utilizing the façade of the Horseshoe Casino built inside Cleveland’s most iconic landmark; The Higbee Building.

Quince Imaging, specialists in large format image projection and image mapping, projected an architectural image mapping marvel on the façade of the majestic Higbee Building during an eight minute presentation that not only opened the casino, but played for two additional nights to the enjoyment and amazement of the citizens of Cleveland.

Quince developed a detailed plan to deliver the 12 foot candles and 2.5 pixels per inch required for the greatest possible impact on the 120 foot by 130 foot façade of the historic structure. The engineering team measured the building’s architectural elements inch by inch and built a 3D pixel wire frame to enable the creative team to best use the building’s elements to create the illusory effects. A scaled model of the building façade was built from a 3D CADD in order to concept proof prior to delivery of final content elements.

Quince worked with the City of Cleveland and event planners to modify the space allocation, control city utilities, insure safety and security of the participants and to assure that the event would be able to proceed in any weather conditions.

Rock Gaming/Caesars Joint Venture provided the initial storyboard and Quince Imaging’s design team ran with it. The Quince Imaging creative team developed design treatments that accentuated the architecture of the building and celebrated the proud heritage of the city of Cleveland and the people of central Ohio. Segments were purposely staged for maximum impact and content was created specifically to enable forced perspective to generate a separation of the video from the building itself. The success led to media outlets depicting the imagery as “3D Video!” The Quince creative team worked with DJ Steph Floss, of the Cleveland Cavaliers, who cut audio tracks that matched, accentuated and provided the appropriate impact for the visual display.

Quince Imaging teamed with NVision4d to create and render the visuals intended to transform the building façade into a unique theatrical event. The result was lines of eager customers wrapped around Caesar’s Horseshoe Casino as the sun set. The VIP and public audience was captivated and entertained by the opportunity to experience the immense projection experience.

Quince Imaging was commissioned by Rock Gaming LLC and Caesar’s Entertainment a mere 45 days before the opening. This challenging time constraint presented a significant number of obstacles for even the most routine event and Quince Imaging’s proficiency in outdoor projection, image mapping, television productions and special events experience had prepared the team for just such a challenge.

Equipment List:

  • 8 Barco HD 20k
  • 2 Coolux Pandoras Box Media Servers
  • DVI routers and fiber systems


Design Team:

  • Project Manager: Scott Williams (Quince Imaging)
  • Creative Director: Jennifer Kulczycki (Rock Gaming LLC)
  • Art Director/Coolux Operator: CJ Davis (Quince Imaging)
  • Lead Projection Designer: Patrick Rellihan (Quince Imaging)
  • Animator: Rob Holmes (NVision4D)
  • Animator: Lane Force (NVision4D)


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