Electric Meets Reality Parede de Experiência na Loja por Mark Boey

O design Electric Meets Reality Parede de Experiência na Loja por Mark Boey é um vencedor altamente estimado do prestigioso 2020 A' Design Award de Ouro na Categoria de Competição Design de Publicidade, Marketing e Comunicação.

OuroPublicidade· 2020

Electric Meets Reality Parede de Experiência na Loja

por Mark Boey

Cliente: MG Motors Australia

Vencedor do A' Design Award de Ouro na Categoria Publicidade

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Cores

O Design

Sobre Electric Meets Reality Parede de Experiência na Loja

"Electric Meets Reality" é uma instalação interativa de projeção mapeada criada para uma concessionária de automóveis. A parede mede 6500 milímetros de largura por 2000 milímetros de altura. Sua superfície esculpida é feita à mão em resina epóxi e madeira, com peças impressas em três dimensões, permanecendo como um relevo branco e elegante quando os projetores estão desligados. Três projetores acrescentam oito minutos de animação e cor. As projeções representam a eletricidade e a escultura representa a realidade. A instalação explica autonomia, carregamento, segurança e desempenho aos visitantes que consideram adquirir um carro elétrico.

O Reconhecimento

Sobre o A' Design Award de Ouro

Electric Meets Reality Parede de Experiência na Loja conquistou o A' Design Award de Ouro, um reconhecimento imensamente prestigiado atribuído a designs de primeira linha, maravilhosos e notáveis. Os vencedores do Ouro são criações extremamente inovadoras, visionárias e glamorosamente deslumbrantes, que refletem o prodígio, a sabedoria e a proeza dos seus designers. Espera-se que Electric Meets Reality Parede de Experiência na Loja seja uma invenção muito elogiada, pioneira e monumental, que oferece um valor sem precedentes. Este design vencedor do A' Design Award de Ouro é um projeto espetacular e respeitado, que beneficia muito e faz avançar as fronteiras da arte, da ciência, do design e da tecnologia. Electric Meets Reality Parede de Experiência na Loja cria sentimentos intensos de desejo, evoca paixão, incentiva a criatividade e fascina-nos.

Por Trás do Design

Kit de Imprensa

Créditos, membros da equipa e detalhes técnicos fornecidos pelo designer.

Propriedades Únicas: 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.
Dimensões e Embalagem: 6500mm wide x 2000mm
3x Projectors
3 x Mini Mad Mapper
8 minutes of animation.
Etiquetas: Projection Mapping, Installation sculpture, Animation, Design Communication, In-store Experience,
Tecnologia de Produção: Projection-Mapping AR (Maya, C4D, After effects, Photoshop),
Wall - 3d Printing, Handmade sculpture using Epoxy Resin and Wood.
Desafio de Design: 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.
Pesquisa: 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.
Inspiração: 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.
Duração do Projeto: October 2019 - Present
Fluxo de Operação: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Membros da Equipa: 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.