Electric Meets Reality Stena zážitkov v predajni od Mark Boey

Dizajn Electric Meets Reality Stena zážitkov v predajni od dizajnéra Mark Boey je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2020 Zlatá cena A' Design Award v súťažnej kategórii Reklama.

ZlatáReklama· 2020

Electric Meets Reality Stena zážitkov v predajni

od Mark Boey

Klient: MG Motors Australia

Víťaz ocenenia Zlatá cena A' Design Award v kategórii Reklama

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Dizajn

O dizajne Electric Meets Reality Stena zážitkov v predajni

Electric Meets Reality je interaktívna inštalácia s projekčným mapovaním vytvorená pre autosalón. Stena má šírku 6500 milimetrov a výšku 2000 milimetrov. Jej tvarovaný povrch je ručne vyrobený z epoxidovej živice a dreva s dielmi vytlačenými na 3D tlačiarni a po vypnutí projektorov zostáva elegantným bielym reliéfom. Tri projektory dopĺňajú osem minút animácie a farieb. Projekcie predstavujú elektrinu a socha predstavuje realitu. Inštalácia vysvetľuje dojazd, nabíjanie, bezpečnosť a výkon návštevníkom, ktorí uvažujú o kúpe elektromobilu.

Ocenenie

O ocenení Zlatá cena A' Design Award

Electric Meets Reality Stena zážitkov v predajni je laureát Zlatej ceny A' Design Award, nesmierne prestížneho uznania udeľovaného prvotriednym, úžasným a vynikajúcim dizajnom. Laureáti Zlatej ceny sú mimoriadne inovatívne, vizionárske a žiarivo oslnivé výtvory, ktoré odrážajú génia, múdrosť a majstrovstvo svojich dizajnérov. Od Electric Meets Reality Stena zážitkov v predajni sa očakáva, že bude vysoko chváleným, trendotvorným a monumentálnym vynálezom, ktorý prináša bezprecedentnú hodnotu. Tento dizajn ocenený Zlatou cenou A' Design Award je pôsobivé, rešpektované dielo, ktoré vo veľkej miere prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Electric Meets Reality Stena zážitkov v predajni vyvoláva intenzívne pocity túžby, prebúdza vášeň, povzbudzuje kreativitu a fascinuje nás.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
Štítky: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
Výrobná technológia: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: October 2019 - Present
Pracovný postup: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Členovia tímu: 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.