Electric Meets Reality دیوار تجربه درون‌فروشگاهی by Mark Boey is a highly esteemed winner of the very prestigious 2020 جایزه طلایی A' Design Award in طراحی تبلیغات، بازاریابی و ارتباطات Competition Category.
طلاتبلیغات· 2020
Electric Meets Reality دیوار تجربه درون‌فروشگاهی
by Mark Boey
Client: MG Motors Australia
جایزه طلایی A' Design Award Winner in تبلیغات Category
Verified Award Winner
Verify Award Status for #100808The Design
About Electric Meets Reality دیوار تجربه درون‌فروشگاهی
«برخورد الکتریسیته با واقعیت» یک چیدمان تعاملی نگاشت پروجکشن (پروجکشن مپینگ) است که برای یک نمایندگی فروش خودرو ساخته شده است. این دیوار ۶۵۰۰ میلی‌متر عرض و ۲۰۰۰ میلی‌متر ارتفاع دارد. سطح حجم‌پردازی‌شده آن به‌صورت دست‌ساز از رزین اپوکسی و چوب همراه با قطعات چاپ‌شده سه‌بعدی ساخته شده و هنگامی که پروژکتورها خاموش هستند، به‌شکل یک نقش‌برجسته سفید و شکیل باقی می‌ماند. سه پروژکتور هشت دقیقه انیمیشن و رنگ به آن می‌افزایند. تصاویر پروجکشن نمایانگر الکتریسیته و مجسمه نمایانگر واقعیت است. این چیدمان مفاهیم برد حرکتی، شارژ، ایمنی و عملکرد را برای بازدیدکنندگانی که به خرید خودروی برقی فکر می‌کنند، توضیح می‌دهد.
The Recognition
About the جایزه طلایی A' Design Award
Electric Meets Reality دیوار تجربه درون‌فروشگاهی برنده جایزه طلایی A' Design Award است، شناختی بسیار معتبر که به طراحی‌های درجه یک، شگفت‌انگیز و برجسته اعطا می‌شود. برندگان طلا آفرینش‌هایی بسیار نوآورانه، دوراندیش و خیره‌کننده‌اند که نبوغ، خرد و مهارت طراحان خود را بازمی‌تابانند. از Electric Meets Reality دیوار تجربه درون‌فروشگاهی انتظار می‌رود اختراعی بسیار ستوده، روندساز و ماندگار باشد که ارزشی بی‌سابقه عرضه می‌کند. این طراحی برنده جایزه طلایی A' Design Award پروژه‌ای خیره‌کننده و ارجمند است که سود فراوان می‌رساند و مرزهای هنر، علم، طراحی و فناوری را پیش می‌برد. Electric Meets Reality دیوار تجربه درون‌فروشگاهی احساسات شدید میل را پدید می‌آورد، شور را برمی‌انگیزد، خلاقیت را تشویق می‌کند و ما را شیفته می‌سازد.
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.
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