CADILLAC

HUDSON 2019

PROJECT PARAMETERS NEW BUILD OBJECTIVES

FRAMING THE COMPOSITION

ARCHITECTURAL CONSTRUCTION

An autoshow is one of the very rare opportunities a consumer can feel the brand manifested into a three dimensional architectural expression. We need t design a new expression of the Cadillac brand that is familiar but also completely different from the previous kit.

The needs of Cadillac at the auto show level have changed, and the new design will support the new objectives including a design that is flexible and versatile, cost efficient, and scalable for both global and local executions. Everything within the new design needs to be purposefully created and transfer a new emotional essence, within the overall composition.

Let’s take the risk and create something that has not been done like this before.

Let’s dare greatly.

OUR EMOTIVE SPACE

We believe in combining It is our mission to help you deliver a unique and authentic brand experience that connects to the local market. A solution that is a 360 holistic interrogated solution. We will communicate and generate a globally consistent brand expression that is inline with the current brand position of Cadillac and accurately represents the philosophy of Cadillac’s core values; bold sophisticated, and optimistic. We will activate the brand to create a visceral emotional experience by telling stories that bridge the gap between the brand, press, and consumer. Bringing life to the stand.

THE CONSUMER JOURNEY

Rethinking Conventional Storytelling

Your Consumers need to engage with the Cadillac brand in a new way- in order to build an emotional connection and an affinity to the brand. We need to rethink convention and traditional applications in order to create more purposeful and impactful storytelling.

Unlike previous designs both the consumer experiences and architecture will be developed in parallel in order to have a fully integrated program. The consumer journey needs to be seamless with lead capture incorporated in all experiences. We sought to convey the brand pillars; Design, Innovation, Performance, Lifestyle in a engaging and thoughtful applications that can stand on their own as well as multiple engagements within the booth space.

CADILLAC IN MUSIC

Experience

Cadillac is ingrained in the core of America. This environment celebrates Cadillac’s influence on artists over the decades- to music and culture. Inspired by the raw energy of a live performance, this concept looks at replicating the same sensation one would experience at a music performance.

A musical celebration through the catalog of songs featuring references to Cadillac. From pop to hip hop and everything in between, Cadillac is a pillar in music and pop-culture. Iconic musicians celebrate Cadillac through their lyrics, music and lifestyles. No other automobile company has been featured in or inspired more song lyrics than Cadillac.

A live DJ spins records that lyrically reference Cadillac in a space featuring bold color, movement and energy. Show attendees can hang out, recharge their devices and experience the wealth of musical and cultural ties Cadillac is apart of.

RACING ROOM

HERITAGE

Illuminated by a diffused light box- the overhead lighting structure similar to that of a photo studio- reflects light on the vehicles’s surfaces below, creating an even and soft light glow. Designed for photography and highlight of the historical vehicle or activation for story telling purposes. Membrane is composed and stretched translucent fabric over LED 6500K.

HOSPITALITY VIP EXPERIENCE

Activated for press days, Cadillac creates a VIP Hospitality section and lounge for press and Cadillac Executives. Te experience features catering when applicable as well as lounge seating; bar table and bar chairs for interview when applicable and charging integration.

ARCHITECUTRAL CONSTRUCTION

Framing the Composition

An auto show is one of the very rare opportunities a consumer can feel- the brand manifested into a three dimensional architectural expression. We need to design a new expression of the Cadillac brand that is familiar but also completely different from the previous kit.

The needs of Cadillac at the auto show have changed, and the new design will support the new objectives including a design that is flexible and versatile, cost efficient, and scalable for both global and local executions. Everything within the new design needs to be purposefully created and transfer a new emotional essence, within the overall composition. Let’s take a risk and create something that has not been done like this before.

THE SPACIAL TRANSFORMATION

Our Process

While space planning and activating the environment; we thread consistently through all of the touch points of an experience. We tap into the 5 senses through the use of language visuals, motion, spatial cues, sensors and surprise moments With the end goal in mind to entice the audience and create an interaction moment with the brand that transcends over the saturated auto show landscape.

• Physical space

• Social components and share-ability

• Mobile tie and interactive- leverage of existing assets and applications

• Digital legs and extensions

THE RUNWAY

What it is: The Main Center Runway is the core Cadillac signature element. Bold in gesture and inspired by Fashion Runway Shows the main runway allows for the main feature vehicle to be elevated. Featuring a turntable at the end of the runway; anchored by a large LED Screen; it allows for content to play behind the main feature and highlight the story appropriately.

How it works: The Main Runway serves as the center of the stand. It provides the statement pieces to the experience. Centrally located on the floor plan- all elements linearly extend from the central runway.

LED columns and Moving Theatrical LED Screens

The LED Columns that flank the right and left of the main center runway provide media content and create visual interest. LED Columns give the sense of a professional runway concept “Digital Colonnade” allowing for content to be more immersive than ever before. Designed to follow suit with the look and feel of Cadillac House, the run of show featured a Kaleidoscope Affect and Precision Pattern.

Moving LED Screens that move with synchronization to the content and Product Specialists presentations. The LED hung from truss or ground supported depending upon application and restriction, the screens move across the entire booth to creat dynamic movement and help create visual interest within the overall space.

OWNER’S LOUNGE

Dedicated space to Owner’s and Conquests. After press days the executive area is transformed into an Owner’s Lounge. The wall dividing both executives is removed, coffee service counter is added, round tables and chairs are added; wall feature highlighting the Cadillac Collection is constructed.

FLOORPLAN LAYOUT AND VEHICLE POSITIONING

The floor plan is designed to allow for the products line up to be highlighted and accessible. The Main Central Runway features the main story and the right and left runways feature the secondary and literary stories. The floorplan allows for ease of discovery. Also balancing the public accessible areas, and the private or semi private areas in the overall design and programming of the space.

MATERIALS

Suitable nods to a vehicle through the use of materiality.

Add warmth to the front of the house- clad in natural materials such as leather, wood, natural stone and polished concrete.

Create a consistency of materials for autoshow space, dealerships and retail pop-up experiences.

Walnut inspired by Cadillac dashboards reimagined precision pattern into textural expression for the architecture of the space.

Leather wrapped handled with exposed contrast stitching to evoke the feeling that your hands are on the leather wrapped steering wheel.

DYNAMIC CONTENT

The Evolution of Story Telling

The Cadillac auto show team are the human ambassadors of the brand. They create a genuine and memorable experiences for the consumer. As an integral part of the design, the product presenter and product specialists will help bridge the gap between Cadillac’s messaging, consumer experiences, and the product.

Product presentations will be incorporated into the run of show to create a truly integrated and theatrical experience. Product specialists will be staffed near product and consumer experiences to aid in the consumer journey and overall experience.

Media, Landscape and Content

Reaching consumers through meaningful experiences.

Opportunities to discover and learn. the User Journey the most immersive experience in which the journey has been carefully considered enticement to entry, engagement, exit of extension. Cadillac House physical realization and shifting marketing strategy for the brand, open dynamic, contemporary with highly integrated technology where visitors can fully experience the Cadillac portfolio.

Important to identify the interactions that matter most so that every point of content delivers the highest consumer value.

SOUND DESIGN

Multi-Zone and Booth Wide Audio

When creating new sound content for Cadillac consider up beat and fast must. The music and sound should be captivating and adhere to Cadillac’s brand essence. The Global Motor Show’s video content sound design has been developed using multiple audio zones (or channels) a primary “main music channel” and secondary “sweeting channel of audio”

Whenever possible, amplification of the “sweeting” channel should be discreet and separate from the primary mix, adding speakers in zones (or areas of the booth) that adds a “surround sound” effect to the overall stand.

A 2.1 channel playback scenario in which low frequencies are handled by subwoofers, main mix in one channel and audio sweetening mix into the second channel.

It is recommended that speakers be aimed inward versus outward to create a more dynamic experience as well as being sensitive to neighboring booth spaces and comply with show regulations when specified. Audio zones for narration purposed should be focused on a specific vehicle that requires narration.

ELECTRONIC WHEELSTANDS

First Brand Touch Point- Physical Engagement

One of the only physical touch points pf the brand is through a consumers interaction the digital wheel stand. The user experience needs to be in-line with the brand identity. Simple, easy to understand, and digest content. The interaction design should be smooth and seamless to convey a positive immersive brand experience to the consumer.

The overall design is in-line with the current website design of Cadillac creating a seamless experience for the attendee between both platforms.

COLOR AND TRIM DISPLAY

A digital and physical display of the interior and exterior availability. Physical exterior chips flank the left hand side of the display, the right hand side showcases the interior offerings. A touch screen allows the consumer the opportunity to discover the entire fleet depending on election of Model Year. The color and trim display allows the consumer the opportunity to see all vehicles in all trim levels with all exterior options. Information of the vehicle is designed and incorporated into a template that can be provided upon request.

VEHICLE AND BOOTH LIGHTING

Multi-Zone and Booth Wide Audio

Unconventional lighting choices create a fresh vibe- that are similar to neon lighting more theatrical and vibrant. For all level shows it is desirable to provide a clean and bright environment that is evenly lit when the booth is in brand and rest mode. During product presentations the booth will transform with more dramatic washes flight. It is required that all Cadillac lighting fixtures use color temperature of 6,000-6,500 Kelvin under all circumstances.

INTERIOR ARCHITECTURAL LIGHTING

Interior Ceiling Fixtures

The overall space should be bright and optimistic. 6,000-6,500K temperature is highly recommended. Lighting should be simple in shape and detailing. A contemporary modern aesthetic should be maintained.

Recessed lighting is used in all the interior offices. The outer light fixtures are adjustable pin spot baffles; these fixtures are focused to adjust and wash the wall with light. Baffled down lights are then used to fill the remaining space in the interior ceiling to wash the space with even lighting. Chandelier fixtures are Tom Dixon specifications to resemble the use of chrome and sutianbly nod to the vehicle- to convey a sense of auto and reflective.

BACK OF HOUSE DESIGN

Tonality and Style

Great luxury brands invite their customers to enter a rich and compelling world, animated by a fundamental tension, motivated by a purpose, for which their product and brand is essential. The environments must incorporate a truly immersive experience that is refined and considered yet full of daring movements of drama and the thrill of discovering of something that has never been seen before.

The environment must incorporate a truly immersive experience that is refined and considered, sleek yet elegant, elegant yet intriguing with modern clean lines and sophisticated details. The touch points and space planning must embody the essence and emotion of the front of the house. The Interior Design should create an emotional connection to Cadillac through all touch points for a dramatic sensory experience.

Our tonal color palette selection should maintain a delicate balance of tone on tone and warmth. A neutral palette of whites and grays should be used to juxtaposed with a sparing use of accent colors. The Back of House functionality and flow allows for the space planning the needed offices and conference rooms including but not limited to the following, technical and mechanical space, Cadillac Communication Room, Direct Client Conference Room, Executive Lounge and Executive Offices.

HUMAN ELEMENT

The Extension of the Brand

The Cadillac auto show team are the human ambassadors of the brand. They create a genuine and memorable experiences for the consumer. As an integral part of the design, the product presenters and product specialists will help bridge the gap between Cadillac’s messaging, consumer experiences, and the product.

Product presentations will be incorporated into the run of show to create a truly integrated and theatrical experience. Product specialists will be staffed near product and consumer experiences to aid in the consumer journey and overall experience.

GLOBAL CONSISTENTY

VISUALIZATION

CREATIVE DIRECTION AND LEAD 3D DESIGNER: Cassie Clark

LEAD GRAPHIC DESIGNER: Julię Bartoszewicz

LEAD 3D DESIGNER: Andrew Barton