CADILLAC
NAIAS 2016-2017
THE FULL REALIZATION
This is the architectural expression fully realized in its full glory. The delicate balance between art and science- sitting in its proper place on luxury row.
BRAND CONSISTENTLY
It is critical that Cadillac as it continues to grow worldwide, that all facets of the brand advance collectively. Regardless of its regional placement the architecture must identify with the brand identity. This new Cadillac expression serves as a physical representation of the brand and its core values. Its emotional presence and detailed execution represent the truest and most immersive form of Dare Greatly.
OUR REALITY
our world is that of temporary modular architectural expressions.
On average we can reach approximately 800,000 people per major motor show...That is a hell of a lot of impressions
And since a major majority of a brand's communication is nonverbal; our spatial execution must be able to convey an emotional response from the attendees. Passion. bold. Sophisticated, and Optimistic. These are more than just words to us but rather they are our guiding principles.
COLOR DISPLAY, CT6 TRANSMISSION DISPLAY, ACCESSORY DISPLAY
BACK OF HOUSE EVOLUTION
EXECUTIVE LOUNGE AREA
JOHAN'S EXECUTIVE CONFERENCE ROOM
UWE'S EXECUTIVE CONFERENCE ROOM
NARRATIVE DETAILS
TEXTURE INCORPORATION
COMMUNICATION AND CADILLAC CLIENT CONFERENCE ROOMS
CHARITY PREVIEW
PUBLIC DAYS
VISUALIZATION 2017
FIRST AND SECOND FLOOR PLANS
Keeping consistent with the vehicle layout and strategy; the autos are orientated based on the following floor dilatation, flagship featuring the XT5, the secondary story consisting of the CT6, Brand DNA or Luxury, Performance ans SUV's. Neither is placed at higher importance than the other- all working together to create the overall brand essence.
BACK OF HOUSE VISUALIZATIONS
