Cadillac Re-imagined
This collaboration with Cadillac was simply a designer’s dream! The launch of the Dare Greatly campaign gave me the opportunity to create and define new global design standards for Cadillac’s global autoshow environments.
With the move to NYC (Soho) and a new visual personification of the brand, the goal was to create an immersive showcase for the new CT6 and use layering elements to tell the brand essence story. The design that was created was a stunning expression of Cadillac’s new direction. It was also a monumental achievement in fabrication due to the complexity of panoramic 270 degree curved LED screen and over seven hundred 13’ tall chrome spires, illuminated at both top and bottom.
* 2015 Gold Winner/Event Marketer Experience Design Awards - Best Trade Show Exhibit (50’x50’ and up)
Inspiration
Bold, Sophisticated, Optimistic.
Concept Development
The essence of Cadillac fuses art and science philosophies. Honing down architecture to it’s simplest form, one grand gesture was created by a super-wide curved LED array (the Iris). The Cadillac stage in the epicenter of the gesture became the focal point and was enveloped with media content (the Oculus).
3D Visualization - Concept Progression
Design Overview
Secondary Approach
DNA Ring
Iris LED + Oculus Stage
Oculus Turntable
Oculus Ring
CT6 Tech Studio
Executive Conference Room
GM Design Studio Inspired Staircase
Conference Room A
Conference Room B
Materials and Finishes Palette
3D Visualization - Final Design
Design Overview
Secondary Approach
Main Approach
Iris LED + Oculus Stage
Oculus Turntable
Oculus Ring
CT6 Cutaway Display
Accessories Sculpture
Electrochromic Glass Facade + Conference Room Entrance
Conference Room
Precision Pattern Graphic Wall + Leather Trim
Executive Conference Room
Show Photography - New York Autoshow 2015
