Electric Meets Reality Mağazadaxili Təcrübə Divarı by Mark Boey

Electric Meets Reality Mağazadaxili Təcrübə Divarı by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award Qızıl Mükafatı in Reklam, Marketinq və Kommunikasiya Dizaynı Competition Category.

QızılReklam· 2020

Electric Meets Reality Mağazadaxili Təcrübə Divarı

by Mark Boey

Client: MG Motors Australia

A' Design Award Qızıl Mükafatı Winner in Reklam Category

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Colors

The Design

About Electric Meets Reality Mağazadaxili Təcrübə Divarı

Electric Meets Reality avtomobil dilerliyi üçün yaradılmış interaktiv proyeksiya mappinq quraşdırmasıdır. Divarın eni 6500 millimetr, hündürlüyü isə 2000 millimetrdir. Onun heykəltəraşlıq üslubunda işlənmiş səthi epoksi qatran və ağacdan, üçölçülü çap edilmiş hissələrdən əl işi olaraq hazırlanmışdır və proyektorlar sönülü olduqda ağ və zərif relyef kimi qalır. Üç proyektor səkkiz dəqiqəlik animasiya və rəng əlavə edir. Proyeksiyalar elektrik enerjisini, heykəl isə reallığı təmsil edir. Quraşdırma elektrik avtomobili almağı düşünən ziyarətçilərə yürüş məsafəsi, şarj, təhlükəsizlik və performans haqqında məlumat verir.

The Recognition

About the A' Design Award Qızıl Mükafatı

Electric Meets Reality Mağazadaxili Təcrübə Divarı A' Design Award Qızıl Mükafatının qalibidir; bu, birinci dərəcəli, möhtəşəm və görkəmli dizaynlara verilən son dərəcə nüfuzlu tanınmadır. Qızıl qaliblər dizaynerlərinin dahiliyini, müdrikliyini və məharətini əks etdirən son dərəcə yenilikçi, baxışlı və parıltısı göz qamaşdıran yaradıcılıq nümunələridir. Gözlənilir ki, Electric Meets Reality Mağazadaxili Təcrübə Divarı misilsiz dəyər təqdim edən, çox tərif olunan, tendensiya yaradan və monumental ixtira olacaq. A' Design Award Qızıl Mükafatını qazanmış bu dizayn sənətin, elmin, dizaynın və texnologiyanın sərhədlərini genişləndirən və böyük fayda verən möhtəşəm, hörmət edilən layihədir. Electric Meets Reality Mağazadaxili Təcrübə Divarı güclü istək hissləri yaradır, ehtiras oyadır, yaradıcılığı həvəsləndirir və bizi heyran edir.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
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.
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.
Team Members: Creative Director: Mark Boey.
Executive Producer: Adam Eden.
Art Director / Model Maker: Jacqui Hudson.
Producer: Erin Sheehan.
Tech Installation: Jack Horrocks, Shaun Sprowles.
Music: Superlunar.
Animation: Untitled Studios.