Electric Meets Reality Parete Esperienziale in Store by Mark Boey

Oro Pubblicità · 2020

Electric Meets Reality Parete Esperienziale in Store

by Mark Boey

A' Design Award d'Oro 2020 in Pubblicità
CLIENT: MG Motors Australia
Estimated Number of Design Views: 77,132
Verification code 5BB833EFFD · Verify this award

Visit Site View at A' Design Award Press Release

Colors

About Electric Meets Reality Parete Esperienziale in Store

Electric Meets Reality è un'installazione interattiva di projection mapping realizzata per una concessionaria automobilistica. La parete misura 6500 millimetri di larghezza e 2000 millimetri di altezza. La sua superficie scolpita è realizzata a mano in resina epossidica e legno con componenti stampati in tre dimensioni, e resta un rilievo bianco ed elegante quando i proiettori sono spenti. Tre proiettori aggiungono otto minuti di animazione e colore. Le proiezioni rappresentano l'elettricità, mentre la scultura rappresenta la realtà. L'installazione illustra autonomia, ricarica, sicurezza e prestazioni ai visitatori che stanno valutando l'acquisto di un'auto elettrica.

About the A' Design Award d'Oro

Electric Meets Reality Parete Esperienziale in Store ha vinto l'A' Design Award d'Oro, un riconoscimento immensamente prestigioso conferito a design di primissima qualità, meravigliosi e straordinari. I vincitori d'Oro sono creazioni estremamente innovative, visionarie e di un fascino abbagliante che riflettono il genio, la saggezza e l'abilità dei loro designer. Ci si aspetta che Electric Meets Reality Parete Esperienziale in Store sia un'invenzione molto elogiata, all'avanguardia e monumentale che offre un valore senza precedenti. Questo design vincitore dell'A' Design Award d'Oro è un progetto spettacolare e rispettato che giova grandemente ai confini dell'arte, della scienza, del design e della tecnologia e li fa avanzare. Electric Meets Reality Parete Esperienziale in Store crea intensi sentimenti di desiderio, risveglia la passione, incoraggia la creatività e ci affascina.

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.