Electric Meets Reality Stena za doživetje v prodajnem salonu – avtor Mark Boey

Delo Electric Meets Reality Stena za doživetje v prodajnem salonu avtorja Mark Boey je izjemno cenjeni dobitnik prestižne nagrade 2020 Zlata nagrada A' Design Award v tekmovalni kategoriji Oblikovanje oglaševanja, trženja in komunikacij.

ZlataOglaševanje· 2020

Electric Meets Reality Stena za doživetje v prodajnem salonu

avtor/ica: Mark Boey

Naročnik: MG Motors Australia

Dobitnik nagrade Zlata nagrada A' Design Award v kategoriji Oglaševanje

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Preverite status nagrade za #100808

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Barve

Dizajn

O dizajnu Electric Meets Reality Stena za doživetje v prodajnem salonu

Electric Meets Reality je interaktivna instalacija s projekcijskim mapiranjem, izdelana za avtomobilski salon. Stena meri 6500 milimetrov v širino in 2000 milimetrov v višino. Njena skulpturirana površina je ročno izdelana iz epoksidne smole in lesa s trimenzionalno natisnjenimi deli ter ob izklopljenih projektorjih ostaja bel in eleganten relief. Trije projektorji dodajo osem minut animacije in barv. Projekcije predstavljajo elektriko, skulptura pa resničnost. Instalacija obiskovalcem, ki razmišljajo o električnem avtomobilu, pojasnjuje doseg, polnjenje, varnost in zmogljivost.

Priznanje

O nagradi Zlata nagrada A' Design Award

Electric Meets Reality Stena za doživetje v prodajnem salonu je prejemnik Zlate nagrade A' Design Award, neizmerno prestižnega priznanja, ki se podeljuje prvovrstnim, čudovitim in izvrstnim oblikovanjem. Prejemniki Zlate nagrade so izjemno inovativne, vizionarske in bleščeče osupljive stvaritve, ki odražajo genij, modrost in mojstrstvo svojih oblikovalcev. Od Electric Meets Reality Stena za doživetje v prodajnem salonu se pričakuje, da bo zelo hvaljen, trende postavljajoč in monumentalen izum, ki prinaša brezprecedenčno vrednost. To oblikovanje, nagrajeno z Zlato nagrado A' Design Award, je spektakularno, spoštovano delo, ki v veliki meri koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Electric Meets Reality Stena za doživetje v prodajnem salonu ustvarja intenzivna čustva želje, prebuja strast, spodbuja ustvarjalnost in nas prevzame.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: 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 in embalaža: 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.
Oblikovalski izziv: 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.
Raziskave: 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
Potek delovanja: We created an installation that looks beautiful without projections on it and then projects animation and colour on top to bring it to life.
Člani ekipe: 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.