Spark: Spark 5G Race Zone

Over the past 14 months, Auckland agency Shine has been leading out a project called the ‘Spark 5G Race Zone’, an immersive interactive event space inside the Emirates Team New Zealand base. The modern America’s Cup yacht has more in common with a Formula 1 race car than the boats of 100 years ago. With virtual modelling, composite materials and hydraulic systems that would look at home on an aircraft, these boats literally fly, reaching speeds approaching 50 knots. That’s over 90 km/h for you landlubbers. Helping tell the technology story of this sport was a challenge that Spark brought to creative agency Shine, looking to amplify their partnership with Emirates Team New Zealand during the defence of the 36th America’s Cup presented by Prada here in Auckland.

Spark wanted to inspire and excite the public about the event, educating them about the ways that technology has revolutionised the boats and shining a light on STEM subjects, to inspire a new generation of kids while also giving Aucklanders a preview of the 5G network soon to launch in the region. The Spark 5G Race Zone concept was born out of this challenge; an immersive interactive event space inside the Emirates Team New Zealand base showcasing a convergence of sailing and technology.

Race Zone gives the public a chance to get hands-on with tech the team used like never before, while also becoming a platform for a school’s program promoting STEM education. Shine developed a vision for the space with award winning partners, New York based executive producer Adam Jenkins and executive creative director Mick McConnell, responsible for famed work including Field Trip to Mars, Samsung 837 & Yas Hotel. Then, to bring it to life Shine partnered with local production companies Spur, Satellite Media, Perceptual Engineering and BuildMedia. Each was charged with realising aspects of the Race Zone experience, but unified by a clear narrative and design direction.