Press Release
Mark Boey Receives the Golden A' Design Award for Electric Meets Reality In Store Experience Wall in Advertising, Marketing and Communication Design
The international grand jury of the 2019 - 2020 A' Design Award & Competition recognizes Mark Boey of Untitled Studios for advertising, marketing and communication design
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2020 /DesignNewswire/ A' Design Award & Competition has confirmed the Golden A' Design Award in the Advertising, Marketing and Communication Design category for Electric Meets Reality In Store Experience Wall by Mark Boey of Untitled Studios, designed for MG Motors Australia. The award was conferred within the 2019 - 2020 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.
About the Golden A' Design Award
The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
About Electric Meets Reality In Store Experience Wall
Electric Meets Reality is an interactive projection mapping installation built for a car dealership. The wall measures 6500 millimetres wide and 2000 millimetres high. Its sculpted surface is handmade from epoxy resin and wood with three-dimensional printed parts, and remains a white and elegant relief when the projectors are off. Three projectors add eight minutes of animation and colour. The projections stand for electricity and the sculpture stands for reality. The installation explains range, charging, safety and performance to visitors considering an electric car.
About Mark Boey
Mark is an internationally recognised Creative Director, recent awards include the World’s Top 17th Designer (A’ Design Awards 2021) and Experiential and Immersive Platinum award winner at Muse Creative Awards (NYC 2021) With over 20 years of experience in research-driven design, combining rationale into the brand story, creating a meaning behind every moment and elevating this with emotive animation that gets your audience feeling ‘something’ and is unforgettable. Mark has delivered 100+ media and interactive experiences and successfully executed multi-million dollar projects for global brands, cultural festivals and governmental organisations across four continents.
About Untitled Studios
Untitled is a creative agency that believes in the power of converging design and technology to transform stories and ideas into compelling lasting experiences.
Award Record
This recognition makes Mark Boey of Untitled Studios a winner of 1 A' Design Award.
About the A' Advertising, Marketing and Communication Design Award
The A' Advertising Design Award is an international advertising design competition recognizing good advertisement designs by designers and agencies worldwide. It is organized within the A' Design Award & Competition and is open to advertising designers, marketing professionals, communication designers and creative directors from all countries. Typical entries include advertisement campaigns, billboards, commercials, print ads, social media campaigns and direct mails. The awarded advertising designs are published at https://designers.org/design-category/advertising
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/100808
- A' Design Award Page: https://competition.adesignaward.com/100808
- Media Showcase: https://www.designnewsroom.com/!100808
- Laureate Profile: https://designers.org/d/260072
- Further Information from the Laureate: https://www.untld.studio/project/electric-meets-reality/
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Electric Meets Reality In Store Experience Wall
- Function
- In Store Experience Wall
- Category
- Advertising, Marketing and Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising
- Colors
- Dark Slate Gray, Dark Gray, Black, Light Slate Gray and Silver
- Images
- 5
- Client
- MG Motors Australia
The Recognition
- Laureate
- Mark Boey
- Country
- Australia
- Brand
- Untitled Studios
- Recognition
- Golden A' Design Award
- Edition
- 2019 - 2020
- Design ID
- #100808
Credits
- Team
- Mark Boey., Adam Eden., Jacqui Hudson., Erin Sheehan., Jack Horrocks, Shaun Sprowles., Superlunar. and Untitled Studios.
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and Technology
- Projection-Mapping AR (Maya, C4D, After effects, Photoshop), Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
- Operation and Interaction
- We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
- Project Duration and Location
- October 2019 - Present
- Specifications
- 6500mm wide x 2000mm 3x Projectors 3 x Mini Mad Mapper 8 minutes of animation.
- Keywords
- Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
