Electric Meets Reality Pieredzes siena veikalā — Mark Boey

Darbs Electric Meets Reality Pieredzes siena veikalā, kura autors ir Mark Boey, ir augsti novērtēts un ļoti prestižās 2020 Zelta balva A' Design Award ieguvējs kategorijā Reklāmas, mārketinga un komunikācijas dizains.

ZeltaReklāma· 2020

Electric Meets Reality Pieredzes siena veikalā

Autors: Mark Boey

Klients: MG Motors Australia

Zelta balva A' Design Award ieguvējs kategorijā Reklāma

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Dizains

Par Electric Meets Reality Pieredzes siena veikalā

Electric Meets Reality ir interaktīva projekciju kartēšanas instalācija, kas izveidota automašīnu dīlercentram. Siena ir 6500 milimetrus plata un 2000 milimetrus augsta. Tās skulpturālā virsma ir ar rokām darināta no epoksīda sveķiem un koka ar trīsdimensionāli drukātām detaļām, un tā saglabājas kā balts un elegants reljefs, kad projektori ir izslēgti. Trīs projektori pievieno astoņas minūtes animācijas un krāsu. Projekcijas simbolizē elektrību, bet skulptūra – realitāti. Instalācija izskaidro nobraukumu, uzlādi, drošību un veiktspēju apmeklētājiem, kuri apsver elektriskā automobiļa iegādi.

Atzinība

Par Zelta balva A' Design Award

Electric Meets Reality Pieredzes siena veikalā ir Zelta balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir pirmšķirīgiem, brīnišķīgiem un izciliem dizainiem. Zelta ieguvēji ir ļoti inovatīvi, tālredzīgi un žilbinoši spoži darbi, kas atspoguļo to dizaineru talantu, gudrību un meistarību. Sagaidāms, ka Electric Meets Reality Pieredzes siena veikalā būs ļoti slavēts, tendenci veidojošs un monumentāls izgudrojums, kas sniedz nebijušu vērtību. Šis ar Zelta balvu apbalvotais dizains ir lielisks, cienīts projekts, kas paplašina mākslas, zinātnes, dizaina un tehnoloģiju robežas. Electric Meets Reality Pieredzes siena veikalā izraisa intensīvu vēlmi, modina kaislību, veicina radošumu un valdzina.

Aiz dizaina

Preses materiāli

Dizainera sniegtie autori, komandas dalībnieki un tehniskie dati.

Unikālās īpašības: 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.
Izmēri un iepakojums: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
Birkas: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
Ražošanas tehnoloģija: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Dizaina izaicinājums: 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.
Pētījums: 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.
Iedvesma: 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.
Projekta ilgums: October 2019 - Present
Darbības plūsma: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Komandas dalībnieki: 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.