Electric Meets Reality Ukuta wa Uzoefu Ndani ya Duka by Mark Boey is a highly esteemed winner of the very prestigious 2020 Tuzo ya Dhahabu ya A' Design Award in Usanifu wa Utangazaji, Masoko na Mawasiliano Competition Category.
DhahabuUtangazaji· 2020
Electric Meets Reality Ukuta wa Uzoefu Ndani ya Duka
by Mark Boey
Client: MG Motors Australia
Tuzo ya Dhahabu ya A' Design Award Winner in Utangazaji Category
Verified Award Winner
Verify Award Status for #100808The Design
About Electric Meets Reality Ukuta wa Uzoefu Ndani ya Duka
Electric Meets Reality ni usanifu wa ramani ya mwangaza wa kuingiliana uliojengwa kwa ajili ya duka la kuuza magari. Ukuta huo una upana wa milimita 6500 na urefu wa milimita 2000. Uso wake uliochongwa umetengenezwa kwa mikono kutoka kwa resini ya epoksi na mbao pamoja na sehemu zilizochapishwa kwa teknolojia ya uchapishaji wa pande tatu, na hubaki kuwa mchongo mweupe na wa kifahari wakati projekta zimezimwa. Projekta tatu huongeza dakika nane za uhuishaji na rangi. Miale ya projekta inawakilisha umeme na mchongo unawakilisha uhalisia. Usanifu huu unaeleza umbali wa kusafiri, uchajishaji, usalama na utendaji kwa wageni wanaofikiria kununua gari la umeme.
The Recognition
About the Tuzo ya Dhahabu ya A' Design Award
Electric Meets Reality Ukuta wa Uzoefu Ndani ya Duka ni mshindi wa Tuzo ya Dhahabu ya A' Design Award, utambuzi wenye heshima kuu unaotolewa kwa miundo ya daraja la kwanza, ya ajabu na ya kuvutia. Washindi wa Dhahabu ni kazi bunifu mno, zenye maono makubwa na za kung'aa kwa umaridadi zinazoakisi kipaji, hekima na ustadi wa wabunifu wao. Electric Meets Reality Ukuta wa Uzoefu Ndani ya Duka inatarajiwa kuwa uvumbuzi unaosifiwa sana, wa kuweka mielekeo na wa kihistoria unaoleta thamani isiyo na kifani. Muundo huu ulioshinda Tuzo ya Dhahabu ya A' Design Award ni mradi wa kustaajabisha na unaoheshimika unaonufaisha sana na kupanua mipaka ya sanaa, sayansi, usanifu na teknolojia. Electric Meets Reality Ukuta wa Uzoefu Ndani ya Duka huzua hisia kali za hamu, huamsha shauku, huhimiza ubunifu na hutuvutia.
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.
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