Spark Race Zone
CONTEXT
Race Zone showcases the experience and technology of racing in the America’s Cup.
With seven immersive zones you can; design and test your own AC75 boat, see wind and ocean current real-time data projection mapped on walls and floors, race on a custom built simulator, take an augmented reality (AR) selfie with the team or stand in a room with, a 360 view of being on the boat.
Race Zone showcases the experience and technology of racing in the America’s Cup.
With seven immersive zones you can; design and test your own AC75 boat, see wind and ocean current real-time data projection mapped on walls and floors, race on a custom built simulator, take an augmented reality (AR) selfie with the team or stand in a room with, a 360 view of being on the boat.
We had the incredible opportunity of working alongside Emirates Team NZ, to really bring out all the advanced tech of world class racing, and put it at the fingertips of the general public.
We designed it so all ages could really understand and engage with the highly advanced tech that goes into racing at this level.
METRICS
Over 200,000 visitors through in the first two months
Two-week waiting list and 98% attendance in the first two months alone: unprecedented for a free exhibition
15 million+ social impressions
Over 200,000 visitors through in the first two months
Two-week waiting list and 98% attendance in the first two months alone: unprecedented for a free exhibition
15 million+ social impressions
TECH SPECS
Over 60 PCs with varying processing power and graphics cards controlling the experiences and content
Over 120 tablets and handsets for interaction and content display
8 x 10k projectors
7 x 75" screens
9 x 55" screens
38.7m2 of LED screen (15360mm (W) x 2520mm (H))
Over 60 PCs with varying processing power and graphics cards controlling the experiences and content
Over 120 tablets and handsets for interaction and content display
8 x 10k projectors
7 x 75" screens
9 x 55" screens
38.7m2 of LED screen (15360mm (W) x 2520mm (H))
CASE STUDY
WIND TUNNEL
Projection mapping a horizontal slice of the wind, using real-time data on the actual course.
Projection mapping a horizontal slice of the wind, using real-time data on the actual course.
VIRTUAL FLY THROUGH
EARLY COURSE SELECTION WIP
This shows an early WIP of how the wind and current data would pick the course. This was projected onto the floor, straight after the wind tunnel, so the viewer could start understanding each aspect of racing.
This shows an early WIP of how the wind and current data would pick the course. This was projected onto the floor, straight after the wind tunnel, so the viewer could start understanding each aspect of racing.
COURSE SELECTION
There are five potential courses. The wind and current decide which course is optimum for racing that day. This shows that in real-time, going off 2K trillion calculations per second
There are five potential courses. The wind and current decide which course is optimum for racing that day. This shows that in real-time, going off 2K trillion calculations per second
EARLY 360 CONCEPT DEVELOPMENT
This was going to be a haptic VR experience, then Covid-19 hit. So we pivoted and went for a 360 experience where people could stand 6 feet apart, and still get the experience of being on the boat.
This was going to be a haptic VR experience, then Covid-19 hit. So we pivoted and went for a 360 experience where people could stand 6 feet apart, and still get the experience of being on the boat.
3D VIDEO
Putting visitors on the boat using 360 cameras.
Putting visitors on the boat using 360 cameras.
EARLY WIP OF BOAT BUILDER
UX OF BOAT BUILDER
5G PORTAL - INSTAGRAM
The viewer can enter their profile and our algorithm pulls the highest trending pics and mixes with the viewers own profile, creating millions of impressions for the space
The viewer can enter their profile and our algorithm pulls the highest trending pics and mixes with the viewers own profile, creating millions of impressions for the space
RACE ZONE GUIDELINES
We developed these to incorporate Sparks brand guidelines, while giving the space it’s own guidelines, so each station is unified in it’s approach to data.
We developed these to incorporate Sparks brand guidelines, while giving the space it’s own guidelines, so each station is unified in it’s approach to data.
RACE ZONE EXTERIOR
Incorporating the brand guidelines
Incorporating the brand guidelines
