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.
The space was blacked out, from the walls to the windows, virtually eliminating natural light sources and allowing a fully immersive lighting experience.
The lighting experience was designed to showcase the theme of connection. It played off the idea of interconnectivity, developed around a structured lighting matrix with a nod to 5G.
Way finding was a key role of the lighting, while still delineating each zone, so careful application and pooling created definition and navigation cues.
RGB colours were used to enhance each zone with colour play, integrating Spark’s brand colours into the space and complimenting the environmental graphics.
Narrow beam angles created pools of light for a more dramatic feel in appropriate areas, whereas more gentle illumination and diffuse glows created an immersive light sensation drawing people into the warmth of the other areas.
Clean crisp white was used to illuminate the copy descriptor for each zone.
The overall experience was a triumph, with intuitive illuminated way finding, and a sensory shift that saw guests leaving awed and inspired.