GM Advanced Design Studio
Opening Event
Shanghai, CN
We are here to Design an experince that introduces the world to General Motors Newest Advanced Design Studio.
The opening of this new design studio is the dawn of a new day for GM Design.
This studio is poised to provide limitless creative potential to address the growing design challenges within the Chinese and global community. The investment in this new studio will also provide the creative power behind General Motors EV future products, both near term and long term.
The ask was simple.
Design an experience fit to present this new hub of progressive design thinking.
The beginning is now.
We like to define a beginning because it is the moment in time where everything is possible. Where everything is an option, and the sky is the limit. Except it's not.
For this studio, there is no limit.
This event is a celebration of the limitlessness of this space and every idea that originates from it.
OUR AUDIENCE
Media Day
- Organized visit
- Planned media activities
- Professional interpreters present
Designer Night
- Highlight the new studio
- Story-driven focus
- More relaxed atmosphere
Internal Day
- Organized visit
- Message easier to communicate
- Fewer staffing / executional needs
THEME
The event space needs to take our guests on a journey that conveys the limitless nature of the creative process. It needs to communicate what that feels like to help them to understand and truly celebrate the opening of this space.
By taking the real and turning it into the surreal we can visualize this message.
We believe, absent of physical transformation, by utilizing light, ambiance, and sound, we can do this.
To create a surreal space that is evocative of boundless space and possibilities, we will emulate the natural progression of light color to present the studio in an ever-changing, immersive cascade of light.
SPACE PLAN
LIGHTING PLAN
SOUND PLAN
CUSTOMER JOURNEY
MODE ONE-DAWN
ARRIVAL
Action:
Attendees arrive, are greeted and head into the studio..
Feeling:
Curious / excited about the unknown
Sound:
Soft atmospheric sounds accompanied by natural elements
Pace should be slow but texturally interesting.
MODE ONE-DAWN
FIRST STEPS
Action:
Attendees proceed into the studio and are washed with warm light that emminates from the outside in.
Feeling:
From the moment they enter the space, they realize that they are entering unique environment and leaving the expected world behind.
Sound:
Soft atmospheric sounds accompanied by natural elements
Pace should be slow but texturally interesting.
MODE ONE-DAWN
ART INSTALLATION
Action:
Attendees arrive at the LED wall where they are welcomed to watch Wei Yue’s “12 hours of light travel”
Feeling:
As they round the first corner within the space, they experience the LED installation. Attendees will feel excited as they begin to experience the first pairing of environment and experience.
Sound:
Soft atmospheric sounds accompanied by natural elements
Pace should be slow but texturally interesting.
MODE ONE-DAWN
ENTRY TO THE STUDIO
Action:
Attendees pass through the threshold into the studio space where they are welcomed with directional signage with instructions on where to assemble.
Feeling:
Attendees will begin to feel the excitement and creative energy a design studio evokes. getting peaks into areas of the studio for the first time.
Sound:
Soft atmospheric sounds accompanied by natural elements
Pace should be slow but texturally interesting.
MODE ONE-DAWN
RECEPTION SPACE
Action:
As our guest turns the corner, they enter the main reception space they are met with a large wash of soothing warm light emanating from the overhead lighting element. they are welcomed by our trained staff members with a cocktail of their choice and invited to enjoy some light fare prior to the event commencement.
Feeling:
Welcomed/social.
Sound:
Soft atmospheric sounds accompanied by natural elements
Pace should be slow but texturally interesting.
MODE ONE-DAWN
MODE TWO-NEW DAY
PRESENTATION SPACE
Action:
An announcment is made to out guest to assemble in the presentation area- where through lighting and sound, we shift the perception of the guest from the dawn to a new day
Feeling:
Energized/Sense of anticipation
Sound:
Intensity increases until presentation begins and continues post- presentation as attendees visit engagements.
Should feel airy and hypnotic
MODE TWO-DAY
PRESENTATION SPACE
Action:
After the introduction is given and the formal welcome finishes, the speakers will direct the audience's attention to the spaces behind them.
The glass doors will open, the lighting will brighten and reveal the rest of the studio space.
This is the point at which they exit the “dream state” and enter the “executing” part of the creative process.
This is how those dreams are brought to life.
Feeling:
Energized/Sense of anticipation
Sound:
Intensity increases until presentation begins and continues post- presentation as attendees visit engagements.
Should feel airy and hypnotic
MODE TWO-DAY
CLAY STUDIO- SOUTH
Action:
Attendees are released after main presentation to the south clay hall to experience the clay sculpting process
Feeling:
Intrigue/enlightened with knowledge into the design process
Sound:
Intensity increases until presentation begins and continues post- presentation as attendees visit engagements.
Should feel airy and hypnotic
MODE TWO-DAY
CLAY STUDIO- WEST
Action:
Our guest are now guided into the adjacent clay studio where the hear and see the CNC moving and forming a full-scale clay model.
Feeling:
Intrigue/enlightened with knowledge into the design process
Sound:
Intensity increases until presentation begins and continues post- presentation as attendees visit engagements.
Should feel airy and hypnotic
MODE TWO-DAY
LYRIQ HMD EXPERIENCE
Action:
Our guest make their way over to the Lyriq, where they are invited to see how the processes they have seen thus far become reality.
Feeling:
Understanding of how the process come to fruition
Sound:
Intensity increases until presentation begins and continues post- presentation as attendees visit engagements.
Should feel airy and hypnotic
MODE TWO-DAY
ADVANCED CMF STUDIO
Action:
Attendees move from clay halls up to the CMF Lab to view innovative samples.
Feeling:
Tactile
Sound:
Intensity increases until presentation begins and continues post- presentation as attendees visit engagements.
Should feel airy and hypnotic
MODE TWO-DAY
INTERIOR HMD EXPERIENCE
Action:
Attendees move from CMF Lab to the second HMD experience.
Feeling:
Attendees will feel inspired as the process for this part of the creative process is revealed. The lighting will begin to transition to warmer tones
Sound:
Intensity increases until presentation begins and continues post- presentation as attendees visit engagements.
Should feel airy and hypnotic
MODE TWO-DAY
MODE THREE- DUSK
CLOSING REMARKS
Action:
Attendees return to the main stage area for closing remarks.
Feeling:
Attendees will feel impressed with everything they have seen. They will again be washed in color which will begin to remind them of the beginning of the event and the dream state part of the creative process.
Sound:
Intensity decreases, returns to atmospheric and meditative soundscapes.
Should feel calming and textural.
MODE THREE-DUSK
MODE FOUR- NIGHT
FINALE
Action:
Attention is turned to the clay studio where a projection mapped concept vechile is on display.
Feeling:
Awe-inspiring. Optimistic.
Sound:
Pace slows to an almost beatless soundscape.
Should feel spacious and final.
MODE FOUR-NIGHT
EXIT
Action:
Attendees exit the space.
Feeling:
The space will transition to the most dramatic lighting of the entire event and attendees will clearly be reminded of the “dream state” and the infinite nature of the studio and the creative process. This will tie it all together and give attendees a sense of closure.
Sound:
Pace slows to an almost beatless soundscape.
Should feel spacious and final.
MODE FOUR-NIGHT
Credits: 2D Design & Content- Michael Segal 3D Design- Kelsey Russell, Joe Nodge Creative Direction- Jeff Rohlfing.
