CADILLAC
NEW DIMENSIONS PAVILION
CONSUMER ELECTRONICS SHOW 2020
LAS VEGAS, NV
The Cadillac Marketing team approached us in Q2 of 2019 with some incredibly exciting news regarding future products and the
opportunity to make a statement about the future of Cadillac and GM at CES. Three new future vehicle concepts that highlight
GM's vision for the future of transportation (ZERO/ZERO/ZERO) was set to be unveiled to the world on the biggest stage for tech and innovation.
We set out to create a story around the personas of each vehicle, focusing on the human benefit the technology allows for.
We were able to distill the essence we wanted our guests to feel down to a single statement:
In times where exponential technological advances propel us to pioneer new frontiers, act on new possibilities, and test limitless boundaries - and where time itself is a cherished currency – we examine and challenge the perception of concepts of space and time, to define new, more meaningful, and liberating experiences in travel.
Cadillac invites you to challenge your perceived limits of space and time- to rethink what personal travel means, and redefine how
luxury travel is currently understood.
SPACE CONTEXT
LVCC- CENTRAL PLAZA, SPACE CP-14
Step one for this project was securing space at the show. Knowing the restrictions within the convention center, we pushed to secure the space outside in central plaza- directly in front of North Hall (where most OEM's are), This allowed for multiple advantages including better height restrictions, more control over lighting and sound as well as a destination outside the visual clutter within the hall. This also posed new challenges that needed to be thought through like how to address inclement weather, and how to drive traffic to the space. We began this project by modeling out the entire outdoor space of central plaza. this was tedious work, but we knew having spatial context and how day/night would affect the space was going to be an important element to focus on once the design of the space began.
Traffic Flow
Traffic Flow
Understanding how the sun was going to affect lighting conditions was an important element we needed to account for when designing the pavilion. Through some geographic lighting studies, we found an advantage in that CES is held in the winter, placing the sun low in the sky. Knowing this, we set out to use time in the shadows as an opportunity to create a draw using lights within the pavilion
THE PROPERTIES
CADILLAC HALO PORTFOLIO
At Cadillac, everything we do, we approach with a sense of conviction. Our designs take a stance. A Cadillac is not for everyone.
The look is pure and decisive. The feeling is charged. We distill designs to their essence and commit. We believe in the economy of lines, in magnetism of form, in harnessing tension of the sensual and the technical. We invent our own imaginative solutions
and execute them with sophistication. To experience Cadillac is to have all your senses immersed, and your mind inspired. We are the choreographers of moments in time. Our aim is an owner confident, poised, knowing life is without limits.
VTOL
The Personal Space is a single-seat Vertical Take-Off and Landing (VTOL) personal Drone, conceived to be the ultimate expression of General Motors and Cadillac's technological prowess and ambition. Leveraging General Motors Level 5 Autonomous and battery-electric technology, the Personal Space delivers on the vision of the future where personal air travel is possible. As part of the Cadillac Halo Portfolio, access to the Personal Space would be part of a subscription-based service through the Book by Cadillac app.
PAV
The Social Space is a luxurious Level 5 BEV Autonomous Vehicle. Conceived to be an alternative to short-distance domestic flight, this vehicle could comfortably carry groups of six people in a luxurious cocoon for distances up to 400 miles. The Social Space has an architectural approach to design. It is designed to be a mobile living room with an interior space configured for maximum comfort and enhanced customer experience.
BEV 3 (Lyriq)
This is the spark. The dawn of a new era. Our electric future, rooted in more than a century of innovation, begins with an uncompromising SUV. An EV that connects heart to mind, soul to body, and human to machine. With the introduction of Cadillac’s new design language, BEV 3 brings the sensual and the technical together. Decisive graphic elements contrast against fluid form. The full-glass two-tone roof subtly slopes creating a fast profile, while choreographed lighting and iridescent colors engage the senses. This is effortless design with a magnetic draw.
PAVILION DESIGN
Inspiration- Manifesting Passion
ENERGY HARNESSED
The spirit of Cadillac is a powerful visceral feeling, an instantaneous attraction of forces in motion.
MAGNETIC DRAW
You cannot look away. It is the charge of energy harnessed and its magnetic draw.
PURE & DECISIVE
The look of Cadillac is pure and decisive. It is the type of purity that has been distilled, refined, and paired down to the essence of the statement. It only contains enough to express the dynamic tension of the sensual and the technical coming together. Clarity meets conviction. Authority. Gravitas. Poise.
DYNAMIC TENSION
Implying a force is acting on surface and line that could move at any time, holding energy ready to spring into action. Aliveness.
PAVILION DESIGN
Initial Concepts
Knowing the client brief, inspiration, and show rules we began designing the pavilion. One of the major objectives in the first round of concepting was how to stand out in the crowd. Anyone who has been to CES understands the overwhelming noise that comes with the show. so the question became-from an architectural standpoint, what will make Cadillac stand out in a crowd that included a powerhouse company like Goggle right next door?
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Concept Refinement
Ultimately, we landed on the concept below. it had the magnetic draw, dynamic tension, and decisive look we set out to achieve. Based on client direction, we took this concept forward- working toward a presentation with the CMO.
It Bombed
The design review with the CMO failed spectacularly. The comments we received were that the space was too closed in, did not have enough of an outward-facing draw, and needed more thought put into the whole picture on how an attendee would experience the brand at CES. It just didn't have the WOW factor they were looking for. We missed the mark and needed to start fresh despite being months into the process. We knew the inspiration was still good, and we were on the right track- we just needed to rethink how we were going to address their concerns about the design by simultaneously thinking about architecture and the full brand experience.
Designing the GM CES Experience
Cadillac New Dimensions Pavilion
Using the feedback we received, we set out to design the architecture and consumer experiences at the same time. collectively we agreed that an overarching theme needed to be defined that would set the tone for all experiences, architecture, and social content. The theme we created was built around the idea of "New Dimensions"- Focusing on the human element the new vehicle technology would allow for and how the new vehicles could eliminate boundaries, give you time back in your day and create liberating new experiences in travel. After multiple rounds of concepts, we landed on the architectural concept of creating the illusion of a rip in the fabric of reality. a thin pitch-black bezel outlined the space so that the interior of the pavilion had the feeling of being transported into another plane of reality- An optimistic space that portrayed the future of transportation through the lens of human-centric technology. The interior of the pavilion was designed to evoke the feeling of a limitless future and a sense of serenity by using large planes of led, light, and reflective surfaces. We created three main storytelling spaces for each vehicle. Front and center would be the present-day vehicle- BEV 3, behind that, was a space for the near future vehicle- PAV and on the second level was the far-future concept-VTOL.
Initial Design Rendering
Human-Centric Storyline: PAV
A transitionless change in venues and uninterrupted social engagements.
Walking on Water
We used this visual metaphor to demonstrate the idea that, much like autonomous driving, you must let go of pre-conceived notions, suspend disbelief, and TRUST to be liberated in your modes of travel.
The PAV is set in a salt flat with a pristine cotton candy-colored horizon. it sits atop a small riser surrounded by a perfectly calm reflecting pool
Like the PAV itself, the front of the pavilion will sense your presence as you enter and take your first step onto the LED floor.
As we enter the space the infrared tracking detects your location and the digital floor reacts to the visitors by forming ripples around their feet, simulating walking on water. The LED tiles we found were pressure-sensitive so that as more visitors interacted with the space, the water became more agitated and reactive.
If two or more people came in close proximity to each other there would be an explosion of content either on the floor or back wall LED. This was to illustrate how the PAV was a social space that could be shared with others and that when we are together, amazing moments happen.
Alternate scenarios: There will be a need for times within our space when the PAV is the center of attention. For those times we plan to have the water begin to slowly recede into the PAV platform. As if we are draining the pool. Once empty, the LED will mimic the existing tile floor.
Human-Centric Storyline: BEV3
GM & Cadillacs vehicle technology enables moments of presence.
Time as currency
In the luxury market, time is a valued commodity. As the old saying goes- "Time is money." So we explored the idea of how the technology in the BEV3 could allow you to gain time back in your day, allowing you to be more present in the moments that matter- allowing Cadillac customers to harness time.
BEV 3 is set in a space devoid of dimension. Mirrored panels, led content, and lighting effects create an infinity effect, illustrating the limitless possibilities the vehicle allows for.
As visitors approach the BEV3 a brief choreographed light, sound, and visual sequence will incorporate the vehicle, content, light, and sound that explores the inspiration designers used to create the vehicle such as Komorebi- the Japanese expression for the sunlight as it filters through the trees.
As the visitors pause for a moment- they would notice the screen content is based on participation. Six stations would be available to interact with. When the visitor interacts with the station they are asked a series of questions that revolve around time. The way they answer visually modifies the screen slightly then builds as more visitors input answers.
The data input by attendees builds to a moment of generative artwork that illustrates how the technology in BEV3 allows owners to be present for more meaningful moments in their life.
Human-Centric Storyline: VTOL
Challenging perceptions of travel
Touching the Sky
This changes the game. To introduce the Cadillac VTOL to the world, we designed an experience that elevated our guests into the third dimension- something beyond the everyday. A world of luxury above the cacophony of street noise.
A soft ever-present glow cascades down from the second-level stairway drawing visitors up into the VTOL experience.
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The journey begins as you enter the staircase. There is the constant din of the city street surrounding you. The noise
of people on the street, traffic moving about, and the ever-present sounds of sirens in the distance. As you rise up the
staircase you begin to leave that world behind you and enter into the third dimension of travel above the street level noise, into an elevated means of transportation-personalized flight.
As you set foot on to the second level you are enveloped into the world above all of the congestion and are welcomed to experience Cadillac’s vision of personalized fight.
Your flight begins as you step out onto the VTOL landing pad. The room is filled with a light haze with a pleasant breeze as if you were standing one hundred stories up on a building in a future west coast city. The VTOL comes to life, the lights turn on, the rotors begin to spin and the vehicle begins to take flight through the video content. As it takes off and begins to hover the horizon begins to shift with the movement of the VTOL helping to convey the immersive theater experience.
With the vehicle in flight, the wind that is passing through the theater is increasing with the speed of the VTOL. There are moments when the VTOL passes through a cloud in flight and the atmosphere is pulled through the room with the wind adding
to the immersive theatrical experience.
After a 90-120 second flight the VTOL reaches its destination, hoovers, and lands atop another skyscraper. The sun is setting
and the room settles with a light haze in the air to capture the ever the present glow of the golden hour of the city with the VTOL in all of its glory.
BADASS MOMENTS
Deliver our technology leadership proof points in an entertaining and relevant way to all stakeholders.
With the pavilion experiences set, the creative team set out to create moments at the pavilion and around CES that delivered Cadillacs technology leadership proof points in an entertaining and relevant way to all stakeholders. These moments were coined “Badass Moments” by the CMO, needed to stand out from the crowd and provide the “WOW” moments attendees at CES have come to expect. Each one of these events was meant to keep on top of an extremely flooded news cycle as well as giving attendees reasons to come back to the pavilion, day after day.
LUXURY OF TIME PANEL
A hosted panel at the Cadillac Pavilion on the human impact of today’s frantic pace and how technology can help
reduce the negative effects. Delivered through various perspectives – cultural anthropology, economics, and
design. The content and key messages will be amplified through paid, earned, and owned channels.
SEATING FOR 40 + STANDING ROOM
THE PANELISTS
LISA LING
Host
an American journalist,
television personality, and author.
Previously, she was a reporter on
Channel One News, a co-host
on the ABC daytime talk show
The View (1999–2002), the host
of National Geographic Explorer
(2003–2010), and a special
correspondent for The Oprah
Winfrey Show.
MIKE SIMCOE
Panelist
GM Vice President of Global Design
BRYNN PUTNAM
Panelist
Inventor of Mirror; Putnam found it increasingly difficult to find time to
work out and dedicate time for herself. Through the creation of Mirror,
an at-home tech device for workouts, she’s enabled consumers to
create a tailored plan that works with their lives and within their own
time constraints.
BRIAN SOLIS
Panelist
Brian Solis is a globally recognized independent digital analyst and anthropologist. He is also an award-winning author, prominent blogger/writer, and world renowned keynote speaker. For almost 30 years, Solis has studied and influenced the effects of emerging technology on business and society.
PAVCASTS
A series of one-on-one interviews with GM experts, filmed in the PAV and amplified across paid, earned, and owned channels.
DAY ONE
"HANDS OFF THE WHEEL"
Interview chat pairing thought leaders in innovation and well-known celebrities with fun discussion around the future of
semi-autonomous driving, Super Cruise, Network 5, V2V/V2X/A2A/A2G.
Mario Maiorana-CNET-SME’s
DAY TWO
“TECHNOLOGY OF DESIGN”
Interview chat pairing thought leaders in innovation and well-known celebrities with fun discussion around the role technology plays in designing future vehicles.
Andrew Smith-Cool Hunting-SME’s
DAY THREE
“BATTERY PROWESS”
Interview chat pairing thought leaders in innovation and well-known celebrities with fun discussion around how GM’s Ultium
battery system opens the door to unlimited possibilities.
Pamela Fletcher-Freakonomics-SME’s
NIGHTLY VIP EVENTS
Media Salon Dinner // DAY 1
VIP Cocktail Event // DAY 2
For two nights during the show, the pavilion was set to host a VIP Event to provide an elevated brand experience for special guests. Create hype around Cadillac’s
VIP experience, while surprising and delighting lucky CES attendees, who will be able to enjoy an elevated CES experience through Cadillac luxury. Cadillac will offer
a limited number of VIP-access wristbands that will be given out during the show at specific drop sites. The wristband drops will be announced via Cadillac’s social
media channels. Amplify the VIP experience by giving guests a tangible token to commemorate the event with the cultural currency that Cadillac is generating. In
collaboration with Cadillac, a notable fashion designer will create CES
limited-edition streetwear, parceled in a custom-made, Cadillac-branded duffle bag. Bring in another facet of pop culture by featuring a notable visual artist’s
perspective of the Cadillac CES during the VIP event, a notable visual artist will do a live art installation based on our CES concept of ‘New Dimension’ drawing more attention and attendees to both inspirational art and “Instagrammable” moments. Finally, cocktails themed to the personas of each vehicle in the pavilion will be served while a notable DJ spins the latest and greatest in popular music.
DJ // COCO AND BREEZY
THE IDEA
These social influencer DJs will inject energy into the already electric atmosphere of the pavilion and entertain VIP Party attendees with energetic music and engaging performance.
Coco and Breezy grew up with a Latina mother and African-American father and take their musical influences from both cultures. They started out as hip-hop dancers and forayed into music and entrepreneurship. Their music and performance style is a hybrid, adopting their salsa and meringue dance moves from their Conga-playing mother, and mixing it with Afro-house/Caribbean and hip-hop dance and music to hone their aesthetic as DJs and music producers for the past decade. The highly sought-after, always in-sync twin DJs and music producers released a new music video in 2019 and have performed for major brands like Delta and AMEX.
PERFORMANCE ARTIST // JC RO
THE IDEA
During the VIP event, a notable visual artist will do a live art instillation
inspired by the CES pavilion theme of “New Dimensions” drawing attendees,
and attention, to both inspirational art and “Instagrammable” moments.
JC Ro is an artist based in Long Beach, CA. His bold, dimensional work in
paint and illustrations range in levels from hyper-realistic to a reduced futuristic and are composed of only triangles. JC's passions turn to inspiration, as he often creates artwork of his favorite iconic Jordan sneakers in precise and unique detail, and also creates portraits of inspirational people, both modern and nostalgic. He has murals in Oakland, Las Vegas, Miami, Austin, and a few around Los Angeles. Notable collectors of his work include Diddy, Matt Kemp, and Don C. as well as private collectors here in the U.S. and in Hong Kong.
DESIGNER // DYNE
THE IDEA
In collaboration with Cadillac, a notable fashion designer will create CES
limited-edition streetwear and merchandise, giving guests a tangible token to commemorate the event. Limited merch drops throughout CES will also draw crowds.
Established in 2015, DYNE breaks the traditional limitations of active attire.
This brand of tailored, technologically advanced sportswear was created to
allow individuals to move from work to leisure, to sport … seamlessly.
DYNE was founded by Christopher Bevans, a seasoned designer who has
achieved award-winning work for Rocawear, spearheaded urban apparel at Nike and worked alongside many prominent artists
PAVILION DESIGN
EXECUTION AND ACTUALIZATION OF THE SPACE
FINALIZED DESIGN AESTHETIC
STAYING LOCK-STEP WITH ENGINEERING AND FABRICATION
Constant collaboration with Engineering, structural engineers, and show management was pivotal in executing this aesthetic in an outdoor pavilion.
CONTENT, MEDIA & LIGHTING
PAVILION FACADE
MORNING
Golden hour- Yellow/Blue Gradient
DAYTIME
Bright- Electric Blue/Cyan Gradient
EVENING
Dusk - Orange/Magenta/Blue gradient
CONTENT, MEDIA & LIGHTING
PAV CONCEPT- RUN OF SHOW
ENGAGEMENT / INTERACTIVE
MEDIA:
Choreographed Interactive media experience between the backwall media and an interactive floor. The experience is meant
to have the attendee suspend disbelief, trust in technology and to do the impossible.
As you walk across the LED water surface, infrared tracking locates your location and movements influencing the LED media in the floor sending a wake and ripples out in the water.
The more the audience interacts with the floor the more the water reacts. Presence is also felt on the backwall. Bending space.
RUN TIME:
15 minutes
LIGHTING:
Bright warm tones of light corresponding to the media
SOUND:
Calm ambient music
NARRATION
MEDIA:
Concept vehicle specific content (stills and video) with speaker support
RUN TIME:
5 minutes
LIGHTING:
Warm light in the environment
Daylight studio overhead glow on vehicle
Choreographed lighting to mimic vehicle
SOUND:
Calm ambient music
Live voice-over
PRODUCT
MEDIA:
Concept vehicle specific content. Overall views of the vehicle, pans, detail shots of the interior and lighting sequence.
Transitionless change in venue and uninterrupted social engagements.
Social, seamless, human-centric, imaginative, jovial, special, taken care of, carefree, space for connection.
RUN TIME:
5 minutes
LIGHTING:
Lower overall light with focused light on PAV
Choreographed light in sync with PAV
SOUND:
Subdued but driving electronic beats
CONTENT, MEDIA & LIGHTING
VTOL CONCEPT- RUN OF SHOW
REST
MEDIA:
2 scenes
Pre-take-off rooftop scene - Day time The room is filled with a light haze with a present breeze as if
you were standing 100 stories up on a building in a future San Francisco-like city.
Post landing coastal home scene - Night time VTOL lands at the home of the owner, perched atop the cliffs overlooking the Pacific as the sun sets and fog rolls in.
RUN TIME:
Looping for 2-3 minutes on either side of the animation.
LIGHTING:
Bright daylight for daytime
Warm sunset tones for nighttime
Gobo textures with the room filled with particulate haze
SOUND:
Subdued but driving electronic beats
Sound of the wind
4D THEATRICAL
MEDIA:
2 scenes
The VTOL comes to life, the lights turn on, the rotors begin to spin and the vehicle begins to take flight through the video
content. As it takes off and begins to hover, the horizon begins to shift with the movement of the VTOL helping to convey the immersive theater experience.
Once it has lifted off, we follow the VTOL as it takes flight over the city. Below, we see the traffic and congestion filling the
city. Off in the distance, you see the expanse of the city sprawling out to the horizon with other VTOLs flying about.
RUN TIME:
3-4 Minutes
LIGHTING:
Bright daylight for daytime
Warm sunset tones for nighttime
Gobo textures with the room filled with particulate haze
SOUND:
Subdued but driving electronic beats
Sound of the wind
PRODUCT
MEDIA:
Concept vehicle specific content. Overall views of the vehicle, pans, detail shots of the interior, and lighting sequence.
Unconstrained Actualization
Day in the life of specified persona
Zero/Zero/Zero Realized
RUN TIME:
5 Minutes
LIGHTING:
Lower overall light with focused light on VTOL
SOUND:
Subdued but driving electronic beats
Product V/O
Due to circumstances outside of our control, the project was halted after eight months of crafting this story. While the pavilion was never seen at CES 2020, the stories and work we created for this project built a strong foundation for how these products would be portrayed to consumers in the coming years.
Credits: 2D Design & Content- Julie Bartoszewicz, Megan Atsoff Creative Direction- Jeff Rohlfing. Social- Rokan/Publicis, Content- Rokan/Publicis.
