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Electric Meets Reality

Category: Augmented Reality

Untitled Studios


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.


Creative Director: Mark Boey, Dan O'Bey, Ben Pearce , Executive Producer: Adam Eden. , Art Director / Model Maker: Jacqui Hudson. , Producer: Erin Sheehan. , Tech Installation: Jack Horrocks, Shaun Sprowles. , Music: Superlunar. and Animation: Untitled Studios.