SI is taking this Strip thing to a whole new level - with a little help from Lexus.

On the heels of the duo's QR code-enabled interactive print ad, the brands used Caesars Las Vegas as the canvas for a rip-roaring 3D projection mapping experience last night, featuring models from this year's big Swimsuit Edition.

The event was managed by Pearl Media, and the 3D projection experience was developed by Go2 Productions - the same team we worked with to develop our big LA Traffic Jam with Train, presented by LoopNet last month.

There are lots of things for fans of the annual issue to like - including building-size views of Kate Upton and her fellow SI models - with 3D elements, no less.

My view: As SI's first 3D experience, this is a sure sign the venerable SI "Swimsuit Edition" brand means business - and that Lexus is more than happy to help it hit the accelerator.

But what's your view? Is this whole spectacle a sign of overexposure?

Or a major splash for what is becoming a powerhouse media event?

Click here to view the embedded video.

There was that 3D projection mapping experience on an LA Hotel a while back. And in October, the brand brought a print ad to life with the help of a handy iPad.

This time out, Lexus is going a bit simpler, keying into QR codes - the scanning of which reveals models kinda-sorta hidden in SI print ads for the new IS.

Still, the pursuit of perfection could have added a little more punch to the reveals than just having the models strut toward us. Integrating with the car in some fashion - or really just doing anything a little more interesting - would have been a better pay off for going to all the trouble.

Okay, it's still pretty cool. And it's apparently just the opening act. According to ADWEEK, the Lexus IS is also included in Sport Illustrated's first-ever 3D projection mapping experience on the facade at Caesar's Las Vegas.

Get the full scoop here.

On the heels of our big Top 10 Augmented Reality Initiatives for 2012, here's our list of the 10 best projection mapping projects from the year so far.

The big trend in 3D projection this year?  Moving away from projections on just buildings to, well, projections on anything and everything - indoors and out.

But what's you're view? Agree or disagree with us? What initiatives make your list?

One thing's for sure: We can't wait to see where this emerging tech takes us next.

10. Barco at Caesars Palace

What happens in Vegas sometimes goes viral.

9. 'Carmapping' Citroen DS5: 3D Projection Mapping on a Car

Putting 3D projection mapping in motion.

8. Samsung Gives Some Face Time to 3D Projection Mapping

3D projection mapping for the Galaxy Y Duos does double time with this dude's face.

6. 2012 Bud Lite Hotel

Okay, we'll drink to this.

5. 3D Projection Game on Building Uses iPad As Controller

Eristoff innovates. Why didn't Absolut - or even Red Bull - think of this first?

4. 3D Projection Comes to Haute Couture

One physical dress. Lots of different looks.

3. Lil Wayne Uses Projection Mapping to Promo New Fashion Line

Mannequin madness.

2. Skyway International Light Festival

How do you say "awesome" in Polish?

1. Invisible Mercedes-Benz

The winner of the Grand Prix at this year's Cannes Lion International Advertising Festival. A total gas (see video above).