Electric Meets Reality Zid doživljaja u prodajnom prostoru – dizajner Mark Boey

Dizajn Electric Meets Reality Zid doživljaja u prodajnom prostoru čiji je autor Mark Boey iznimno je cijenjeni dobitnik prestižne nagrade 2020 Zlatna nagrada A' Design Award u natjecateljskoj kategoriji Oglašavanje, Marketing i Komunikacija.

ZlatoOglašavanje· 2020

Electric Meets Reality Zid doživljaja u prodajnom prostoru

autor/ica Mark Boey

Klijent: MG Motors Australia

Dobitnik nagrade Zlatna nagrada A' Design Award u kategoriji Oglašavanje

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Dizajn

O dizajnu Electric Meets Reality Zid doživljaja u prodajnom prostoru

Electric Meets Reality interaktivna je instalacija projekcijskog mapiranja izrađena za autosalon. Zid je širok 6500 milimetara i visok 2000 milimetara. Njegova skulpturalna površina ručno je izrađena od epoksidne smole i drva s trodimenzionalno tiskanim dijelovima te ostaje bijeli i elegantni reljef kada su projektori isključeni. Tri projektora dodaju osam minuta animacije i boje. Projekcije predstavljaju električnu energiju, a skulptura predstavlja stvarnost. Instalacija posjetiteljima koji razmišljaju o kupnji električnog automobila objašnjava domet, punjenje, sigurnost i performanse.

Priznanje

O nagradi Zlatna nagrada A' Design Award

Electric Meets Reality Zid doživljaja u prodajnom prostoru je pobjednik Zlatne nagrade A' Design Award, iznimno prestižnog priznanja koje se dodjeljuje prvorazrednim, čudesnim i izvanrednim dizajnima. Zlatni pobjednici iznimno su inovativne, vrlo vizionarske i blistavo zasljepljujuće kreacije koje odražavaju genij, mudrost i umijeće svojih dizajnera. Očekuje se da Electric Meets Reality Zid doživljaja u prodajnom prostoru bude vrlo hvaljen, trendovski i monumentalan izum koji pruža dosad neviđenu vrijednost. Ovaj dizajn koji je osvojio Zlatnu nagradu A' Design Award spektakularan je, cijenjen projekt koji izuzetno koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Electric Meets Reality Zid doživljaja u prodajnom prostoru stvara snažne osjećaje želje, budi strast, potiče kreativnost i fascinira nas.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakiranje: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
Oznake: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
Proizvodna tehnologija: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: October 2019 - Present
Tijek rada: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Članovi tima: 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.