2019 / Electric meets Reality

The sculpture is thought to be the first unique immersive installation to feature inside a car dealership. Titled ‘Electric Meets Reality’, the in-store experience wall is located in the marque’s flagship metro showroom, Sydney City MG.

“It is a celebration of the path to electric innovation – the future – that it’s installed in the dealership located in Alexandria, the historic home of MG in Australia.

The design features elements inspired by children’s miniature toys, creating a fun, playful and engaging in-store experience. The Projection Mapping represents the electricity, while the sculpture portrays reality. When the two meet, they create an exhilarating experience and educate the shopper at the same time.

The installation hinges on several core elements of the MG brand – innovation, fun, style, trust – bringing to life the future of electric vehicles through an eye-catching design. We’re delighted that the piece has been recognised through these design awards, and hope MG’s customers will love it as much as we do.”

Muse Awards 2020
Platinum - Experiential & Immersive
Indigo Awards 2020
Gold in Mix Media/Moving Image , Gold in Integrated Graphic Design, Silver in Computer Animation
A'Design Awards 2020
Gold in Advertising, Marketing and Communication Design
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Projectors
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Virtual cars
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