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.


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

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))
CASE STUDY

WIND TUNNEL

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.
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

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.
3D VIDEO

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

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.
RACE ZONE EXTERIOR

Incorporating the brand guidelines