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
A clear and strong representation of technology integrated with experience , a good use of space, lighting, colour and brand.
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 intersecting with sailing knowledge like tides, wind, foiling, boat design and getting to know the team members.
The site location challenge, was to create a destination venue in the back storeroom of the Emirates Team New Zealand Merch store, located at team ETNZ HQ, Wynyard Quarter.
With a tenancy duration over 6 months, the site presence both externally and internally needed to be enticing for guests. It had to peak curiosity, and leave guests inspired.
Wind Tunnel, where interactive walls animate using real-time wind data visualisations that respond to guests’ movements as they walk through.
Course Selection, projects the race course of the day, delivering real time wind, current and tide data as stylised graphics flowing through the harbour.
AC 75 Simulator, builds from the team’s actual simulator, skinning a huge physics engine with gaming level Unreal graphics, putting control of it all in the hands of the public.
5G Portal, uses hundreds of 5G enabled devices to feel the pulse of news and social media hype around every race, letting people share their insider stories from team HQ.
Meet the Team, screens enabled AR selfies with the legends on the team or the Auld Mug itself.
Boat Builder, lets visitors test thousands of variables to create and test their own America’s cup craft. Sea-worthiness analysed against real conditions and the same formulas used to optimise ETNZ’s boat.
Te Aihe, an immersive 270˚ 4D flight across the Waitematā aboard an AC75 yacht. The multi-sensory experience incorporates audio, visual, wind and olfactory inputs to make it feel like you’re on the water.
We maximised every part of the 300sqm floor plan, but not overwhelmed it. Just the right separation of each zone from one another to create a sense of elegance. Guests were guided around each zone by lighting, sound and colour.
Never before had the public got so close to the tech the team used. The seven unique experiences were integrated into a fluid journey, introducing the visitor to the forces of nature and simplifying the complex sailing tech.