Electric Meets Reality In-store belevingswand door Mark Boey

Het ontwerp Electric Meets Reality In-store belevingswand door Mark Boey is een hoog aangeschreven winnaar van de zeer prestigieuze 2020 A' Design Award in Goud in de competitiecategorie Reclame, Marketing en Communicatie Ontwerp.

GoudReclame· 2020

Electric Meets Reality In-store belevingswand

door Mark Boey

Opdrachtgever: MG Motors Australia

Winnaar van de A' Design Award in Goud in de categorie Reclame

77,743

Geverifieerde Prijswinnaar

Verifieer de prijsstatus voor #100808

Bezoek Website Bekijk bij A' Design Award Persbericht Award Badge

Kleuren

Het Ontwerp

Over Electric Meets Reality In-store belevingswand

Electric Meets Reality is een interactieve projection mapping-installatie, gebouwd voor een autodealer. De wand is 6500 millimeter breed en 2000 millimeter hoog. Het gebeeldhouwde oppervlak is handgemaakt van epoxyhars en hout met driedimensionaal geprinte onderdelen, en blijft een wit en elegant reliëf wanneer de projectoren uitstaan. Drie projectoren voegen acht minuten aan animatie en kleur toe. De projecties staan voor elektriciteit en de sculptuur staat voor realiteit. De installatie legt actieradius, opladen, veiligheid en prestaties uit aan bezoekers die een elektrische auto overwegen.

De Erkenning

Over de A' Design Award in Goud

Electric Meets Reality In-store belevingswand is winnaar van de A' Design Award in Goud, een immens prestigieuze erkenning die wordt toegekend aan eersteklas, schitterende en uitmuntende ontwerpen. Winnaars in Goud zijn uiterst innovatieve, zeer visionaire en glamoureus verblindende creaties die het genie, de wijsheid en de bekwaamheid van hun ontwerpers weerspiegelen. Electric Meets Reality In-store belevingswand wordt verwacht een zeer geprezen, trendzettende en monumentale uitvinding te zijn die ongekende waarde levert. Dit ontwerp dat de A' Design Award in Goud heeft gewonnen, is een spectaculair, gerespecteerd project dat enorm baat en de grenzen van kunst, wetenschap, ontwerp en technologie verlegt. Electric Meets Reality In-store belevingswand wekt intense gevoelens van verlangen, roept passie op, moedigt creativiteit aan en fascineert ons.

Achter het Ontwerp

Perskit

Credits, teamleden en technische details verstrekt door de ontwerper.

Unieke Eigenschappen: 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.
Afmetingen & Verpakking: 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,
Productietechnologie: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Ontwerpuitdaging: 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.
Onderzoek: 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.
Inspiratie: 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.
Projectduur: October 2019 - Present
Werkproces: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Teamleden: 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.