Electric Meets Reality
In Store Experience Wall for MG Motors Australia
MG interactive AR projection sculpture, inside a car dealership. Untitled Studios created a playful, fun, and engaging in-store experience. The AR Projection-Mapping represents the electricity, and the sculpture portrays reality. When the two meet, they create an exhilarating experience and educate the shopper at the same time. When the projector is turned off, one can see an elegant white sculpture on the wall.
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Download Press Kit № 100808 In Store Experience Wall for MG Motors Australia by Mark Boey to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Electric Meets Reality by Mark Boey
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In Store Experience Wall by Mark Boey
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Mark Boey Electric Meets Reality
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Mark Boey In Store Experience Wall
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Electric Meets Reality In Store Experience Wall Press Releases
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Electric Meets Reality In Store Experience Wall Media Articles
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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.
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.
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.
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 Overview
Electric Meets Reality In Store Experience Wall has been a Golden winner in the Advertising, Marketing and Communication Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
Image Credits
For design images and photos please credit Mark Boey.
Golden Recognition
Mark Boey was recognized with the coveted Golden A' Design Award in 2020, a testament to excellence of their work Electric Meets Reality In Store Experience Wall.
Mark Boey Press Releases
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Electric Meets Reality: MG Interactive AR Projection Sculpture
Mark Boey's latest creation, an interactive AR installation inside a dealership, aims to revolutionize the electric vehicle market in Australia.
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