Electric Meets Reality: An Interactive AR Installation Revolutionizing Car Dealerships

Mark Boey's Innovative Design Breaks Barriers to Electric Vehicle Adoption in Australia

Mark Boey, a renowned designer, has created a unique in-store experience that combines art and technology to address the main concerns of potential electric vehicle buyers in Australia. His design, "Electric Meets Reality," is an interactive AR installation that has won the prestigious Golden A' Advertising, Marketing, and Communication Design Award in 2020.

The installation is not just any wall, but an engaging platform that educates the visitors about the benefits of electric vehicles. The design is a telegraphic demonstration of the thought that MG EZS, the first mass-produced battery-powered electric vehicle, is within the financial reach of everyday Australians. The physical constructions represent reality, while the projections represent electricity, together demonstrating that the MG EZS is the best affordable electric car for Australian conditions.

What sets this design apart is its interactive nature. It addresses the four main barriers to buying an electric vehicle in Australia: "Range, Charging, Safety, Performance." By tackling these points, the installation does what no other car manufacturer is doing - opening the core demographic to buying electric cars. The installation looks beautiful without projections and comes alive with animation and color when projected upon.

The realization of this design involved a combination of Projection-Mapping AR (Maya, C4D, After effects, Photoshop), and handmade sculpture using Epoxy Resin and Wood. The technical specifications include a 6500mm wide x 2000mm wall, 3 projectors, 3 Mini Mad Mappers, and 8 minutes of animation.

Despite the challenges faced, including simplifying the idea and keeping the sculpture kid-proof and non-toxic, the team successfully created an engaging experience. The installation took about 6 weeks to build, and the animation production took another 6 weeks. The result is a playful, fun, and engaging in-store experience that educates the shopper and creates an enchanting world of electric cars.

In conclusion, "Electric Meets Reality" is a testament to the power of design and technology in transforming consumer experiences. It is an innovative solution to the barriers faced by potential electric vehicle buyers, and a step forward in promoting sustainable transportation. The design has not only won accolades but also set a new standard for in-store experiences in car dealerships.