Saks department store on Fifth Avenue in New York launched this years holiday lighting display. This spectacular event was designed by iris, with creative director Sean Reynolds and runs for five hours every night, from November 21 until January 6.

It makes it the longest outdoor video mapping experience in the world and has delighted children and adults alike for years. This year, the entire Fifth Avenue flagship comes alive with a dramatic light show projected onto the building; The Snowflake & Bubble Spectacular.

It uses a custom-built 6-projector system and a composed soundtrack exclusively for the show. The technology is made possible through accurately mapping the landmark building’s details into a computer and creating a vivid 3D projection that can appear to change the features of the building itself.