Gull Reklame · 2020
Electric Meets Reality Opplevelsesvegg for butikk
by Mark Boey
- A' Design Award i Gull 2020 in Reklame
- CLIENT: MG Motors Australia
- Estimated Number of Design Views: 77,132
- Verification code 5BB833EFFD · Verify this award
Colors
About Electric Meets Reality Opplevelsesvegg for butikk
Electric Meets Reality er en interaktiv projeksjonskartlegging-installasjon bygget for en bilforhandler. Veggen måler 6500 millimeter i bredden og 2000 millimeter i høyden. Den skulpturerte overflaten er håndlaget av epoksyharpiks og tre med tredimensjonalt printede deler, og fremstår som et hvitt og elegant relieff når projektorene er avslått. Tre projektorer tilfører åtte minutter med animasjon og farger. Projeksjonene representerer elektrisitet, og skulpturen representerer virkeligheten. Installasjonen forklarer rekkevidde, lading, sikkerhet og ytelse for besøkende som vurderer en elbil.
About the A' Design Award i Gull
Electric Meets Reality Opplevelsesvegg for butikk er vinner av A' Design Award i Gull, en enormt prestisjefylt anerkjennelse som tildeles førsteklasses, praktfulle og enestående design. Gullvinnere er usedvanlig nyskapende, visjonære og glamorøst blendende skaperverk som gjenspeiler designernes geni, visdom og dyktighet. Electric Meets Reality Opplevelsesvegg for butikk forventes å være en høyt rost, trendsettende og monumental oppfinnelse som gir enestående verdi. Dette designet, som har vunnet A' Design Award i Gull, er et spektakulært, respektert prosjekt som i høy grad gagner og flytter grensene for kunst, vitenskap, design og teknologi. Electric Meets Reality Opplevelsesvegg for butikk skaper intense følelser av begjær, vekker lidenskap, oppmuntrer til kreativitet og fascinerer oss.
Press Kit
- 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.
