Mr Beam is the creative duo of Mo Assem and Ruben van Esterik, a Netherlands-based team specialising in light mapping projection. Their work transforms ordinary objects and architectural elements into immersive visual narratives, blending technical precision with artistic elegance.

Since founding Mr Beam, they have developed a reputation for pushing the boundaries of projection mapping, collaborating with global brands, museums and cultural institutions. Their ability to merge storytelling with cutting-edge technology has led to standout projects across Europe, including large-scale installations for events, fashion brands and public spaces.

INDIGITS invited them to respond to the D7 after being wowed by their work for the H&M flagship store in Amsterdam. The piece was not only technically astounding but also artistically beautiful, showcasing their unique approach to visual storytelling.

1. If you made headline news what would the title be?
Mr. Beam expands the square boundaries of visual storytelling once again!’

2. What would be the typical elements that define your work?
We transform ordinary objects and architectural artefacts into extraordinary forms of media. Resulting in unique, location-based narratives with a poetic and theatrical touch.

3. Outline a typical brainstorming moment?
If we run into an unusual or beautiful building or piece of art we immediately start to brainstorm about what we can add to it with animations and projections.

4. Who would be the designer you most strive to emulate career-wise?
It’s hard to pick only one designer, a lot of work we admire is from new kids on the block who made their first cool music video or motion-graphic short. But one fellow who has inspired us for a long time now is Michel Gondry and his way of maintaining his own style even in commercials and movies.

5. What’s the work you are most proud of and why?
We are most proud of building our company, portfolio and technique from the ground up.

6. What do you find most irritating about your industry?
We both work in the commercial and art industry, and both have ups and downsides. With the commercial side, a lot of people have an opinion and want to have control of the project. With the art side, a lot of people are sloppy, and the production can be very hard.

7. Does your underwear reflect your designer cool?
Depends on which day of the week it is… Monday is Sponge Bob-underpants-day.
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Doodle space, if you feel so inclined!
This doodle represents the complexity of the most simple Mr.Beam project… So think about what the rest would look like…

Mr Beam

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For more information, visit www.mrbeam.nl | www.youtube.com/user/MrBeamTube
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Images courtesy © Mr Beam