Gold Advertising, Marketing and Communication Design · 2020
Electric Meets Reality In Store Experience Wall
by Mark Boey
- A' Design Award 2020 Gold Winner in Advertising, Marketing and Communication Design
- Awarded April 15, 2020
- CLIENT: MG Motors Australia
- Estimated Number of Design Views: 76,982
- Verification code 5BB833EFFD · Verify this award
About Electric Meets Reality In Store Experience Wall
Electric Meets Reality is an interactive projection mapping installation built for a car dealership. The wall measures 6500 millimetres wide and 2000 millimetres high. Its sculpted surface is handmade from epoxy resin and wood with three-dimensional printed parts, and remains a white and elegant relief when the projectors are off. Three projectors add eight minutes of animation and colour. The projections stand for electricity and the sculpture stands for reality. The installation explains range, charging, safety and performance to visitors considering an electric car.
This remarkable experiential installation represents an innovative approach to retail environment design that transforms conventional commercial space into an immersive narrative journey engaging visitors through multisensory stimulation and imaginative world-building. The work exemplifies contemporary trends in experiential marketing wherein brand communication transcends traditional graphic messaging to create memorable spatial encounters that forge emotional connections between audiences and commercial entities. The tripartite compositional structure demonstrates sophisticated understanding of visual hierarchy and spatial sequencing, guiding the viewer's eye through zones of contemplation, discovery, and resolution that mirror classical narrative arcs found in storytelling traditions across cultures. The upper register's pristine white relief sculptures evoke natural phenomena—clouds, topographic formations, atmospheric currents—rendered through a distinctly modernist formal vocabulary that abstracts organic complexity into elegant sculptural gestures. The central dramaturgical core presents a masterfully crafted miniature landscape that activates archetypal imagery of journey, nature, and wonder, positioning the mountain as axis mundi connecting earthly and celestial realms while the waterfall suggests perpetual flow, vitality, and natural abundance. The integration of LED illumination introduces technological contemporaneity without overwhelming the handcrafted sensibility of the sculptural elements, creating productive tension between digital precision and artisanal warmth. The aerial landscape view embedded within the organic form introduces cartographic and navigational symbolism, perhaps suggesting journey, exploration, and the expansion of horizons that brand experiences aspire to facilitate. The lower register's geometric abstractions provide visual grounding while maintaining dialogue with the naturalistic imagery above, demonstrating how representational and abstract visual languages can coexist harmoniously within unified compositional frameworks. Viewers are invited to consider how commercial environments might transcend transactional functions to become spaces of genuine aesthetic experience and imaginative engagement.
Press Kit
- Unique Properties
- An interactive AR installation inside a dealership that will tip people past the 4 main barriers to buying an electric vehicle in Australia. "Range, Charging, Safety, Performance." By addressing these points, we will do what no other car manufacturer is doing and open our core demographic to buying our cars.
The MG EZS is the first mass-produced battery-powered electric vehicle within the financial reach of everyday Australians. This idea is a telegraphic demonstration of that thought. The physical constructions represent reality.
The projections represent electricity. Together they show how the MG EZS is the best affordable electric car for Australian conditions. - Dimensions & Packaging
- 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation. - Tags
- Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
- Production Technology
- Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood. - Design Challenge
- In this piece of communications, I wanted to create a fun and engaging experience. Inspired by children's miniature toys as the core idea.
I wanted to design an installation that looks elegant without light projections on it, and then project colour and animation on top to bring it to life. The Projection mapping is like magic, and it transforms the white wall into an enchanting world of the electric car.
One of the challenges is to simplify the idea/communication playfully.
We have gone through over 50 pages of research, based on why people don't want to purchase an electric car. The results, we break down into four sections.
"Range, Charging, Safety, Performance."
The second greatest challenge is to keep the sculpture kids proof and non-toxic, a combination of Art resin and wood is used for the final piece. This process took about 6 weeks to build.
Animation production took about 6 weeks. - Project Duration
- October 2019 - Present
- Operation Flow
- We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
- Research
- At the top end of the market (Tesla, Jaguar, BMW), you have a lot of educated consumers who are educated about electric vehicles in Australian conditions.
At the mid-range end of the market, there are still a number of barriers for Australian consumers. We need to educate people about these barriers in a simple, engaging way. - Inspiration
- This is not just any wall, it's an interactive AR installation inside a dealership that will engage people to buy an electric vehicle in Australia.
By addressing the concern, we will do what no other car manufacturer
is doing and open our core demographic to buying our cars.
The MG EZS is the first mass-produced battery-powered electric vehicle within the financial reach of everyday Australians.
This idea is a telegraphic demonstration of that thought.
The physical constructions represent reality. The projections represent electricity.
Together they show how the MG EZS is the best affordable electric car for Australian conditions.
Colors of Electric Meets Reality In Store Experience Wall
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Experiential Design and Immersive Brand Experiences
We transform brands through award-winning interactive installations, AR experiences, and motion design. Our research-driven approach creates unforgettable moments that connect emotionally with audiences. From in-store activations to large-scale projections, we bring your brand story to life.
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