Electric Meets Reality اسٽور اندر تجرباتي ڀت by Mark Boey

Electric Meets Reality اسٽور اندر تجرباتي ڀت by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award سون انعام in اشتهاربازي، مارڪيٽنگ ۽ رابطي جو ڊيزائن Competition Category.

سوناشتهاربازي· 2020

Electric Meets Reality اسٽور اندر تجرباتي ڀت

by Mark Boey

Client: MG Motors Australia

A' Design Award سون انعام Winner in اشتهاربازي 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 اسٽور اندر تجرباتي ڀت

Electric Meets Reality هڪ انٽرايڪٽو پروجيڪشن ميپنگ انسٽاليشن آهي جيڪا ڪار ڊيلرشپ لاءِ ٺاهي وئي آهي. هيءَ ڀت 6500 ملي ميٽر ويڪري ۽ 2000 ملي ميٽر اوچي آهي. ان جي تراشيل مٿاڇري کي ايپاڪسي ريزن ۽ ڪاٺ سان گڏ ٽي-ڊائمينشنل پرنٽ ٿيل حصن مان هٿ سان ٺاهيو ويو آهي، ۽ جڏهن پروجيڪٽر بند هوندا آهن تڏهن اها هڪ سفيد ۽ خوبصورت اڀريل نقش (ريليف) طور موجود رهي ٿي. ٽي پروجيڪٽر ان ۾ اٺن منٽن جي اينيميشن ۽ رنگ شامل ڪن ٿا. پروجيڪشن بجليءَ جي علامت آهن ۽ مجسمو حقيقت جي علامت آهي. هيءَ انسٽاليشن اليڪٽرڪ ڪار خريد ڪرڻ بابت سوچيندڙ سياحن کي رينج، چارجنگ، حفاظت ۽ ڪارڪردگيءَ جي وضاحت ڪري ٿي.

The Recognition

About the A' Design Award سون انعام

Electric Meets Reality اسٽور اندر تجرباتي ڀت A' Design Award سون انعام جو کٽيندڙ آهي، انتهائي معزز اعتراف جيڪو پهرين درجي جي، شاندار ۽ نمايان ڊيزائنن کي ڏنو وڃي ٿو. سون جا کٽيندڙ انتهائي جدت واريون، تمام گهڻي بصيرت واريون ۽ شاندار طرح اکيون خيره ڪندڙ تخليقون آهن، جيڪي پنهنجي ڊيزائنرن جي عبقريت، حڪمت ۽ مهارت جي عڪاسي ڪن ٿيون. Electric Meets Reality اسٽور اندر تجرباتي ڀت کان اميد ڪئي وڃي ٿي ته اهو هڪ تمام گهڻو ساراهيل، رجحان ساز ۽ يادگار ايجاد هوندو جيڪو بي مثال قدر پيش ڪري ٿو. هي ڊيزائن جنهن A' Design Award سون انعام کٽيو آهي، هڪ شاندار، محترم منصوبو آهي جيڪو فن، سائنس، ڊيزائن ۽ ٽيڪنالاجي جون حدون تمام گهڻي فائدي سان وڌائي ٿو. Electric Meets Reality اسٽور اندر تجرباتي ڀت شديد خواهش جا جذبا پيدا ڪري ٿو، جوش جاڳائي ٿو، تخليقيت کي همٿائي ٿو ۽ اسان کي مسحور ڪري ٿو.

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.