Electric Meets Reality Jehechauka Rendaha Ñemuhápe (In-Store Experience Wall) by Mark Boey

Electric Meets Reality Jehechauka Rendaha Ñemuhápe (In-Store Experience Wall) by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award Itaju in Ñemomarandu Jejapo Competition Category.

ItajuÑemomarandu· 2020

Electric Meets Reality Jehechauka Rendaha Ñemuhápe (In-Store Experience Wall)

by Mark Boey

Client: MG Motors Australia

A' Design Award Itaju Winner in Ñemomarandu Category

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Colors

The Design

About Electric Meets Reality Jehechauka Rendaha Ñemuhápe (In-Store Experience Wall)

Electric Meets Reality ha'e peteĩ mba'apo interactivo projection mapping rehegua ojejapóva peteĩ mba'yrumýi ñemuha renda peguarã. Pe tápia ipe 6500 milímetro ha ijyvate 2000 milímetro. Hi'ári oñemohenda po rupive ojejapóva resina epoxi ha yvyra rehegua, oguerekóva avei parte oñemboguapýva impresión tridimensional rupive, ha opyta peteĩ relieve morotĩ ha iporãva umi proyector oñembogue jave. Mbohapy proyector ombojoapy poapy aravo'i animación ha sa'y rehegua. Umi proyección ohechauka electricidad ha pe escultura ohechauka pe añetegua. Ko mba'apo omyesakã mba'éichapa mombyry oho, mba'éichapa oñemyenyhẽ energía, tekorosã ha mba'éichapa oiko porã umi ohóvape ohecha peteĩ mba'yrumýi eléctrico ojoguaségui.

The Recognition

About the A' Design Award Itaju

Electric Meets Reality Jehechauka Rendaha Ñemuhápe (In-Store Experience Wall) ohupyty A' Design Award Itaju, peteĩ ñehechakuaa heta prestigioso oñeme'ẽva diseño primera clase, maravilloso ha sobresaliente-pe. Umi ganador Itaju ha'e creación heta innovador, visionario ha glamoroso ohesape'ỹva ohechaukáva genio, sabiduría ha habilidad umi diseñador-pe. Oñeha'ãrõ Electric Meets Reality Jehechauka Rendaha Ñemuhápe (In-Store Experience Wall) ha'eha peteĩ invento ojehechakuaavéva, tendencia omoĩva ha monumental ome'ẽva valor ndojehecháiva. Ko diseño ohupytýva A' Design Award Itaju ha'e proyecto espectacular ha respetado ohepyme'ẽva heta ha ombohasáva límite arte, ciencia, diseño ha tecnología rehegua. Electric Meets Reality Jehechauka Rendaha Ñemuhápe (In-Store Experience Wall) omoheñói sentimiento ipotapy mbarete, omokyre'ỹ pasión, ombokyre'ỹ creatividad ha ñanemombyasy.

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.