Creative DirectorsAdam Jenkins - Executive Producer, Mick McConnell - Executive Creative Director, Rich Maddocks - Chief Creative Director
Design DirectorDanny Carlsen
Team MembersShine—, Mike Ramsey, Kate Gilmour, Annabelle Pitkin, Adeline Marteil, James O’Connor, Spur—, Alistair Beckermann, Sam Darby, Justin Beckermann, Hao Tin Lin, Harriet Boyce, Satellite—, Nick Lowe, Darren Wood, Lauren Walsh, Dave Cooper, Rachel Worth, Matt Visser, Nico Caracciolo, Alice Cooper, Perceptual Engineering—, Jon Baxter, Puck Murphy, Olivier Jean, Cam Ballantyne, Taylor Hewetson, Buildmedia—, Gareth Ross, Tim Johnson, Vincent Vulliez, Jason Wong, James Hall, Alice Li, Matthew Atkinson, Isaac Gilich, Alex Coultas, Christopher Rahts, Novii—, Gray Borrell, India Thorp, Max Borrell, Ben Kamp, Joe Dawson
ContributorsEmirates Team New Zealand, NIWA, Retail Dimensions, Digital Signage Solutions, Impact Interiors, Steve Boniface, Jono Parker, Supernormal, Angus Muir, Jeff Lau
Spark’s sponsorship of Emirates Team New Zealand presented the perfect platform to launch and show the Spark 5G network in action, whilst leveraging the nationwide momentum in rallying behind our team.
Spark 5G was able to make a tangible difference to New Zealand’s defence of the America’s Cup by deploying 5G on the Waitematā to stream thousands of real-time data points from their test boat straight to the design team, securing the most precious commodity in the America’s Cup – time.
This partnership also delivered on the challenge of making 5G real to New Zealanders. In collaboration with the engineers, agencies, designers and ETNZ crew, we built Spark 5G Race Zone – an immersive, multi-sensory experience that got New Zealanders closer to the America’s Cup than ever before.
Comprising seven different zones, people could feel, create and learn about 5G in the context of one of our national sports – sailing. The various experiences and simulators brought to life the different benefits of 5G – speed, low latency and mass connectivity, intersecting with sailing knowledge like tides, wind, foiling, boat design and getting to know the team members.
We started with a carefully chosen section of the brand colour palette, and refined it to reflect how Race Zone brought the natural and tech worlds together. From soft diffused lighting to illuminate the space, motion graphics of the Wind Tunnel where colour surges with the energy and momentum of the wind our palette was applied across everything.
It began with a bold exterior creating a distinct landmark, before guests stepped into the reception, darkened to shift their senses and prepare them for an immersive tech experience.
Every touchpoint was carefully considered for how it interacted with other components. From the internal way finding, digital UI interfaces, moving image titles to interior lighting, each individual element contributed to the overall colour experience.
Different zones were enhanced with gelled lighting and programmable LED systems specifically tuned to the position of the experience, creating a natural colour path to follow through the Race Zone.
The result is a bold and exciting space, inviting from the outside, immersive and engaging within. Colour adds an energy and amplifies the tech feel within the space, without losing the organic, human aspect of the sailing experience.