An early but very interesting publication about the advantages and challenges of projective AR and storytelling to provide engaging experiences for visitors in Cultural Heritage sites. The paper compares different projects and also reports on their own experience at the Kronborg Castle in Denmark, where a statue of Holger the Dane is enhanced with 3D projections and audio effects that refer to the myths around this famous character. Some of the challenges identified at that time from evaluation studies (e.g. integration with the rest of the site, clash in narrative styles, learning from images, control of the physical location, precision of the 3D mapping, and non-transferability of the designed experience).
The original paper was published in CHI 2011: https://www.researchgate.net/publication/221513583_3D_projection_on_physical_objects_Design_insights_from_five_real_life_cases
A version for wider audiences appeared on Interactions 18 (3): https://dl.acm.org/citation.cfm?id=1962452