Electric Meets Reality In-Store Experienzmauer by Mark Boey

Electric Meets Reality In-Store Experienzmauer by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award an Gold in Reklamm, Marketing a Kommunikatiounsdesign Competition Category.

GoldReklamm· 2020

Electric Meets Reality In-Store Experienzmauer

by Mark Boey

Client: MG Motors Australia

A' Design Award an Gold Winner in Reklamm Category

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Verified Award Winner

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

Colors

The Design

About Electric Meets Reality In-Store Experienzmauer

Electric Meets Reality ass eng interaktiv Projection-Mapping-Installatioun, déi fir en Autoshändler gebaut gouf. D'Mauer moosst 6500 Millimeter an der Breet an 2000 Millimeter an der Héicht. Hir skulpturéiert Uewerfläch ass handgemaach aus Epoxidharz an Holz mat dreidimensional gedréckten Deeler an bleift e wäissen an eleganten Relief, wann d'Projekteren ausgeschalt sinn. Dräi Projekteren addéieren aacht Minutten Animatioun a Faarf. D'Projektioune stinn fir d'Elektrizitéit an d'Skulptur steet fir d'Realitéit. D'Installatioun erkläert de Besucher, déi en Elektroauto an Betruecht zéien, d'Reechwäit, d'Lueden, d'Sécherheet an d'Leeschtung.

The Recognition

About the A' Design Award an Gold

Electric Meets Reality In-Store Experienzmauer ass e Gewënner vum A' Design Award an Gold, enger héich prestigiéiser Unerkennung, déi un éischtklassesch, wonnerbar an erausragend Designe vergi gëtt. Gold-Gewënner si ganz innovativ, visionär a blendend glänzend Kreatiounen, déi d'Talent, d'Wäisheet an d'Fäegkeete vun hire Designer reflektéieren. Et gëtt erwaart, datt Electric Meets Reality In-Store Experienzmauer eng héich gelueften, trendsetzend a monumental Erfindung ass, déi beispillosen Wäert liwwert. Dëst mam Gold ausgezeechent Design ass e spektakuläert, respektéiert Projet, dat d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie erweidert. Electric Meets Reality In-Store Experienzmauer erzeegt intensiv Wënsch, erweckt Leidenschaft, encouragéiert Kreativitéit a faszinéiert eis.

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.