Òr Sanasachd · 2020
Electric Meets Reality Balla Eòlas Am Broinn Bùtha
by Mark Boey
- Duais Òir A' Design Award 2020 in Sanasachd
- CLIENT: MG Motors Australia
- Estimated Number of Design Views: 77,132
- Verification code 5BB833EFFD · Verify this award
Colors
About Electric Meets Reality Balla Eòlas Am Broinn Bùtha
'S e stàladh mapadh-tilgeil eadar-ghnìomhach a th' ann an Electric Meets Reality a chaidh a thogail airson taigh-reic chàraichean. Tha am balla 6500 millemeatair de leud agus 2000 millemeatair de dh'àirde. Tha an uachdar snaidhte air a dhèanamh le làimh à roisead epocsaidh agus fiodh le pàirtean clò-bhuailte trì-thaobhach, agus fanaidh e na rilif gheal eireachdail nuair a tha na tilgeadairean dheth. Bidh trì tilgeadairean a' cur ochd mionaidean de bheothachadh is dath ris. Tha na tilgidhean a' riochdachadh dealain agus tha an snaidheadh a' riochdachadh fìrinn. Tha an stàladh a' mìneachadh astar-siubhail, teairrdseadh, sàbhailteachd agus coileanadh do luchd-tadhail a tha a' beachdachadh air càr dealain.
About the Duais Òir A' Design Award
Tha Electric Meets Reality Balla Eòlas Am Broinn Bùtha air Duais Òir A' Design Award a bhuannachadh, aithneachadh anabarrach urramach a bheirear do dhealbhaidhean den chiad ìre, mìorbhaileach agus sònraichte. Tha buannaichean Òir nan cruthachaidhean anabarrach ùr-ghnàthach, làn lèirsinn agus drùidhteach a nochdas gèinidh, gliocas agus comas an luchd-dealbhaidh. Thathar an dùil gum bi Electric Meets Reality Balla Eòlas Am Broinn Bùtha na innleachd a gheibh moladh mòr, a stèidhicheas gluasadan agus mòr-chuimhneachain a bheir luach nach fhacas riamh roimhe. Tha an dealbhadh seo a bhuannaich Duais Òir A' Design Award na phròiseact sònraichte, urramach a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais gu mòr. Bidh Electric Meets Reality Balla Eòlas Am Broinn Bùtha a' cruthachadh faireachdainnean làidir miann, a' dùsgadh dealas, a' brosnachadh cruthachalachd agus a' glacadh sinn.
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. - 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.
