Mark Boey 的作品 Electric Meets Reality 店内体验墙

设计师 Mark Boey 的作品 Electric Meets Reality 店内体验墙荣获了极具声望的 2020 A' Design Award 金奖，竞赛类别为广告、营销与传播设计。

金广告· 2020

Electric Meets Reality 店内体验墙

设计师： Mark Boey

客户: MG Motors Australia

广告类别A' Design Award 金奖获奖者

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设计作品

关于 Electric Meets Reality 店内体验墙

《电动邂逅现实》是一件为汽车经销店打造的互动投影映射装置。该墙面宽6500毫米,高2000毫米。其雕塑式表面由环氧树脂与木材手工制作而成,并结合三维打印部件,在投影仪关闭时呈现为一面洁白而优雅的浮雕。三台投影仪为其增添了长达八分钟的动画与色彩。投影象征电力,雕塑象征现实。该装置向正在考虑购买电动汽车的访客,直观阐释续航里程、充电、安全与性能等要点。

荣誉认可

关于A' Design Award 金奖

Electric Meets Reality 店内体验墙是 A' Design Award 金奖得主，这是授予一流、绝妙而杰出设计的极为崇高的认可。金奖得主是极具创新、极富远见且璀璨夺目的创作，反映出其设计师的天才、智慧与才干。预计Electric Meets Reality 店内体验墙将成为一项备受赞誉、引领潮流、气势恢宏的发明，带来前所未有的价值。这件赢得 A' Design Award 金奖的设计是一个壮观而受人敬重的项目，极大地造福并拓展艺术、科学、设计和技术的边界。Electric Meets Reality 店内体验墙激起强烈的渴望，唤起激情，鼓励创造力，令我们着迷。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
标签: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
生产技术: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: October 2019 - Present
操作流程: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
团队成员: 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.