Cadillac Show Stand- Hudson
North American International Auto Show 2019 Debut
Detroit, MI
Project Objectives
The Brand. Cadillac was at an important crossroads when this project began in the Q1 of 2018. The move to New York in 2015 had set the brand on a ten-year journey, set to roll out in three phases- Brand Elevation, Brand Momentum, and Brand Expansion. The current kit was perfectly suited for the Brand Elevation portion of the marketing strategy. The design was a bold architectural statement that focused on a singular product story, something the brand needed at the time, as the focus was on reestablishing the brands' identity. As the second phase of the strategy began, the rapid expansion of the product portfolio became the primary focus, which consequently drove the need to create a new auto show stand.
Client Expectations. The brief our client provided did a great job of setting up the goals and expectations we needed to achieve. The objective was to build off the formulaic success of Cadillac House, which focused on the product first, then transitioned to brand experience based on Cadillac’s pillars; Design, Innovation, Performance, and Lifestyle. Additionally, we were asked to examine and develop the design using four major objectives. Consumer experience, versatility, cost efficiency, and aesthetic.
Internal Expectations. Within the Czarnowski team, we knew hitting all of the client objectives was the priority, however, we also recognized multiple challenges that needed to be addressed from an internal execution standpoint as well as a strategic positioning to help stand out at the show. From an execution point of view, we knew that the previous stand was heavy- not just architecturally, but physically as well. Logistics and drayage for the kit were astronomical, making the need to design a kit that was lighter in both facets paramount. Our stance on the marketing strategy was that the brief did not account for two major components that lead to a successful show experience. How content is perceived and what we coined the “Human Element.” These are the product specialist, the human ambassadors of the brand. They create a genuine and memorable experience for the consumer. As an integral part of the design, the product presenters and product specialists bridge the gap between Cadillac’s messaging, consumer experiences, and the product.
Global Consistency. The final goal of this redesign was to improve the translation of the stand into global markets. Due to the previous stand's circular aesthetic, the stand was always difficult to replicate in global markets, leading to an attenuate show presence.
Distilled Down
Strategic Formula
Branded Architecture
Consumer Experience
Content & Graphics
Human Element
Human Element
Brand Affinity
Branded Architecture
The space is inspired by the Mondrian pattern. The pattern is abstracted to crate planes of space with passages that can be activated with content and storytelling opportunities. Housed in the ceiling is a track system that has a series of projectors and retractable screens that can be moved and dropped, then activated in a choreographed show. With this capability, specific areas of the space can be activated and highlighted to tell the full story behind the selected products. The upper deck serves as the executive offices and lounge that gives the executives and Media an elevated view of the space.
Ideation
White Model Study
Main Story
Secondary
Story
Tertiary
Story
Activation
Space
Office
Space
Tertiary
Story
Tertiary
Story
Tertiary
Story
Secondary
Story
1st Floor
2nd Floor
Activation
Space
Office
Space
Ideation
Screen choreography
Refinement
Branded Architecture
Refinement
Screen choreography
Consumer Experiences
In the brief, the team was asked to create branded experiences that highlighted Cadillac’s pillars; Design, Innovation, Performance, and Lifestyle. These experiences were an opportunity to tell deep, meaningful stories that help make a human connection between the brand and the consumer. After brainstorming multiple avenues to take, we landed on three pillars to highlight- Innovation, Lifestyle, and Performance.
Initial Exploration
Bringing the Pillars to Life.
DESIGN
Bring Cadillac design language to life in an interesting way.
INNOVATION
Develop activations that highlight technologies offering consumers a different way to experience the brand.
Super Cruise, Bose Panaray, Rear Camera Mirror, Virtual Reality, Night Vision, BOOK by Cadillac.
PERFORMANCE
Ensure V-Series portfolio is more deliberate on the floor plan to highlight our
performance story.
LIFESTYLE
Ideate activations that portray culinary, art, and culture as pillars.
Design
"Dare Greatly"
WHAT IT IS:
The consumer uploads their photo on social media and hashtags- #howidaregreatly. The photos are filtered through a system and are picked by a team, then are launched to the screens on the runway of the booth. The consumer now shares their personalization, watches it live play on the LED columns.
HOW IT WORKS:
Each upload will play for 30 Seconds on all the screens on the runway.
EXTENSIONS:
Connect between brand and consumer
Personalization flexibility comes with the brand
Hashtag opportunity. Selfies made.
User's shares their photo composition on social media
PRE: Create build-up on social media or on website.
DURING: Consumer reacts to other consumer's expressions and is curious. Discovery and conversations develop.
POST: Consumers have a dynamic post on social media and shares memory on social media platform.
INNOVATION
"Night Vision"
WHAT IT IS:
Showcasing available Night Vision that uses thermal technology to reveal pedestrians and large animals ahead.
HOW IT WORKS:
Consumers enter the Night Vision room, their image is transformed into a thermal image and projected on the LED screen. The LED screen will reflect what is shown on the dashboard of the vehicle. Consumers move around the room and "paint" with their thermal body temperature, along with Cadillac easter eggs as objects on the road, as they move in and out of the frame the screen will show notifications detailing facts about the technology and potential hazards.
EXTENSIONS:
Social shares of personalized thermal images with a photo opportunity
Educational learning of Night Vision technology.
PRE: Create build-up of Night Vision by showing thermal imaging of people walking across a busy intersection at night.
DURING: Easter eggs are placed in the activation as unsuspecting objects, these can include new product nods, or Influencer's, creating intrigue.
POST: Create a fun montage of consumers Night Vision, leverage the content for Instagram. Allow Cadillac enthusiastic opportunities to see the content after the show closes, on DareGreatly.com.
PERFORMANCE
"Take a Self-V"
WHAT IT IS:
A wind tunnel selfie station that demonstrates what the CTS-V's top speed feels like.
HOW IT WORKS:
The consumer enters the wind tunnel and is seated in a CTS-V Recaro racing seat, then gets handed a remote that controls the wind/speed. During peak speed, a photo is taken for social sharing or a physical printout.
EXTENSIONS:
Social share of the experience
Printed take-aways or social filters
Fun and different web content
PRE: Create build-up of content through social media outlets to invite and engage attendees
DURING: Broadcast Self-V's to a large screen to share the exhilarating and hilarious experience
POST: Social and web content or printed take away
LIFESTYLE
"01-A Musical Icon [Ft. Cadillac]"
WHAT IT IS:
A musical journey through the catalog of songs that feature references to Cadillac
HOW IT WORKS:
From country to hip hop and everything in between, Cadillac is a pillar in which musical icons celebrate through their lyrics and rhymes. No other automobile has inspired more song lyrics. Consumers can celebrate the catalog through interactive displays, live music lounges, and play-lists that feature Cadillacs.
EXTENSIONS:
Exclusive sale of album collection available to Cadillac enthusiast
Collaboration with the rock and roll HOF for a Cadillac exhibit
Heritage vehicles for photo-sharing opportunities
PRE: Create build-up of exclusive content through media outlets
DURING: Create anticipation by having live music playing in the space to create a draw
POST: Extend invites to Cadillac owners to the rock and roll hall of fame to see the Cadillac exhibit
LIFESTYLE
"Moments of Innovation"
WHAT IT IS:
Linear story opportunity that overlays material or 3D content and educates the consumer about the product or brand.
HOW IT WORKS:
Transparent LCD Touchscreen is locked on a track that the user will be able to move over the Cadillac Crest timeline that reveals images of icons and influencers with Cadillacs. The LCD will light up when it is moved from crest to crest to reveal the content associated with that icon. It will take the user on a journey of motion and graphic content to educate in the simplest form.
EXTENSIONS:
Educate
Product Detail Highlights
Pop Culture, Performance, Heritage.
PRE: Consumers will approach a historical crest timeline.
DURING: Educational and inspiring graphic elements associated with the extensive history of Cadillac.
POST: Consumers walk away with a fresh perspective on Cadillac's impactful history.
Cadillac in Music
Concept Refinement
Lifestyle- Cadillac in Music
Lifestyle was represented through a celebration of Cadillac’s dominance in pop culture and music. We designed a space that invited attendees to take an interactive journey through the catalog of songs where Cadillac is referenced. While they explored, a live DJ mixed custom playlists that also referenced the brand. Everything from country to hip-hop could be requested, making it an enjoyable moment for all prospective consumers.
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Cadillac Racing
Concept Refinement
Performance- Cadillac Racing
For performance, We planned a space that displayed a Cadillac Dpi-V.R., trophy’s the racing team won. On the weekends of the show, driver Johnny O’Connel made an appearance for photo opportunities and autographs, creating a large draw in the booth.
Evolution of the Tail Fin
Concept Refinement
Innovation- Evolution of the Tail Fin
For innovation, we created an overlook on the mezzanine featuring a 1959 Eldorado Biarritz convertible with a historical Cadillac logo backdrop. The backdrop had a sliding tablet that allowed consumers to truck across a timeline that highlighted moments of product innovation, ultimately culminating in the current logo and the advanced technology available in the present vehicle portfolio.
Final Brand Activations
Show Photography
Content & Graphics
While I did not play a major part in the development of the video content or the graphic elements, I did work hand-in-hand with the content and graphics teams to ensure a cohesive aesthetic. I helped provide everything from providing pixel maps and led motion studies to the content producers, to the visualization of physical graphic elements within the space for the graphic designers, ensuring every element within the space was on brand.
Content & Graphics
LED Colimns
Content & Graphics
Interactive Color Display
Content & Graphics
Stationary Graphics
The Human Element
The final component of this equation is the product specialist. From the start of the project, we worked closely with our partners at Productions Plus to coordinate every touch point so that it aligned back to the brand. This meant that everything from the dialog the consumer had with them, to the wardrobe they had on felt cohesive and on-brand, down every detail. a perfect example is the Valentino Rockstud shoes the presenters wore matched some of the content shown on the LED screens. It is the details like these that make for memorable experiences.
Cadillac Down to the Last Detail
Social/New Buzz
Global Consistency
With the brand aesthetic set, the design could be replicated and celebrated across the world
NYC
Dubai
Chengdu
Toronto
Guangzhou
Shanghai
Credits: 2D Design & Content- Julie Bartoszewicz, Josh Damesworth. Creative Direction- Cassie Clark Wardrobe- Productions Plus, Content- Rokan/Publicis & JMW
