Electric Meets Reality Tembok Pangalaman di Jero Toko by Mark Boey

Electric Meets Reality Tembok Pangalaman di Jero Toko by Mark Boey is a highly esteemed winner of the very prestigious 2020 A' Design Award Emas in Pariwara Competition Category.

EmasPariwara· 2020

Electric Meets Reality Tembok Pangalaman di Jero Toko

by Mark Boey

Client: MG Motors Australia

A' Design Award Emas Winner in Pariwara Category

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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 Tembok Pangalaman di Jero Toko

Electric Meets Reality nyaéta instalasi projection mapping interaktif anu diwangun pikeun dealer mobil. Témbokna ukuranana 6500 milimeter lébarna sarta 2000 milimeter jangkungna. Permukaan ukiranana dijieun ku leungeun tina résin époksi jeung kai kalayan bagian-bagian anu dicitak tilu diménsi, sarta tetep jadi rélief bodas anu elegan nalika proyéktorna pareum. Tilu proyéktor nambahkeun dalapan menit animasi jeung warna. Proyéksina ngalambangkeun listrik sarta patungna ngalambangkeun kanyataan. Instalasi ieu ngajelaskeun jangkauan, ngecas, kasalametan, jeung performa ka para sémah anu keur nimbang-nimbang mobil listrik.

The Recognition

About the A' Design Award Emas

Electric Meets Reality Tembok Pangalaman di Jero Toko mangrupa juara A' Design Award Emas, pangakuan anu pohara bergengsi anu dipasihkeun ka desain kelas kahiji, ngaranjing jeung unggul. Para juara Emas téh kréasi anu pohara inovatif, visionér jeung matak ngacung anu ngagambarkeun kajeniusan, hikmah jeung kaahlian para désainerna. Electric Meets Reality Tembok Pangalaman di Jero Toko diharepkeun jadi panemuan anu pohara dipuji, pelopor tren, sarta monumental anu méré nilai anu can kungsi aya. Desain juara A' Design Award Emas ieu mangrupa proyék spéktakulér tur dihormat anu pohara mangpaatna sarta ngamajukeun watesan seni, élmu, desain jeung téknologi. Electric Meets Reality Tembok Pangalaman di Jero Toko nyiptakeun rasa hayang anu kuat, ngahudang gairah, ngadorong kréativitas, jeung ngagumkeun urang.

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.