Electric Meets Reality 店舗内エクスペリエンス・ウォール by Mark Boey

Electric Meets Reality 店舗内エクスペリエンス・ウォール by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award 金賞 in 広告・マーケティング・コミュニケーションデザイン Competition Category.

金広告· 2020

Electric Meets Reality 店舗内エクスペリエンス・ウォール

by Mark Boey

Client: MG Motors Australia

A' Design Award 金賞 Winner in 広告 Category

77,132

Verified Award Winner

Verify Award Status for #100808

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Electric Meets Reality 店舗内エクスペリエンス・ウォール

「Electric Meets Reality」は、自動車ディーラー向けに制作されたインタラクティブなプロジェクションマッピング・インスタレーションです。ウォールは幅6500ミリメートル、高さ2000ミリメートル。彫刻的な表面はエポキシ樹脂と木材を用いて手作業で造形され、3Dプリント部品を組み合わせており、プロジェクターを消しているときは白く優雅なレリーフとして佇みます。3台のプロジェクターが8分間のアニメーションと色彩を重ねます。投影は「電気」を、彫刻は「現実」を象徴しています。このインスタレーションは、電気自動車の購入を検討する来場者に、航続距離、充電、安全性、走行性能をわかりやすく伝えます。

The Recognition

About the A' Design Award 金賞

Electric Meets Reality 店舗内エクスペリエンス・ウォールは、まさに素晴らしく傑出した第一級のデザインに授与される、計り知れないほど権威ある評価である A' Design Award 金賞の受賞作品です。金賞の受賞作品は、きわめて革新的で、先見性に富み、きらびやかに輝く創造物であり、デザイナーの天才性、叡智、卓越した技量を映し出しています。Electric Meets Reality 店舗内エクスペリエンス・ウォールは、最も称賛される、流行を牽引する記念碑的な発明であり、前例のない価値をもたらすことが期待されます。この A' Design Award 金賞を受賞したデザインは、壮観で尊敬されるプロジェクトであり、芸術・科学・デザイン・技術の境界に大きく寄与し、それを前進させます。Electric Meets Reality 店舗内エクスペリエンス・ウォールは、強い欲求を生み出し、情熱を呼び覚まし、創造性を促し、私たちを引きつけます。

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.