Projection-based Augmented Reality commonly employs a rigid substrate as the projection surface and does not support scenarios where the substrate can be reshaped. This investigation presents a projection-based AR system that supports deformable substrates that can be bent, twisted or folded. We demonstrate a new invisible marker embedded into a deformable substrate and an algorithm that identifies deformations to project geometrically correct textures onto the deformable object. The geometrically correct projection-based texture mapping onto a deformable marker is conducted using the measurement of the 3D shape through the detection of the retro-reflective marker on the surface. In order to achieve accurate texture mapping, we propose a marker pattern that can be partially recognized and can be registered to an object’s surface. The outcome of this work addresses a fundamental vision recognition challenge that allows the underlying material to change shape and be recognized by the system. Our evaluation demonstrated the system achieved geometrically correct projection under extreme deformation conditions. We envisage the techniques presented are useful for domains including prototype development, design, entertainment and information based AR systems.