2025 Autoliv Technical Center Redesign

Our Intention

To reimagine the Highway experience journey within the Auburn Hills facility—an innovation hub designed to support and elevate everything you do.

A central space intended to leave a lasting impression on customers, suppliers, and employees alike. It’s a place to showcase innovation, spark imagination, foster collaboration, and host company-wide gatherings and presentations.

While the Highway will be a place of continual change, our key behaviors to take ownership, add value, collaborate, make things easy and be curious will always remain the same.

Audience Level

“The Waders”

For people quickly looking for information. Five minute summary and may come back later.

“The Divers”

For people that want to dive deeper and evaluate the product or solution on multiple levels.

Engagement Level

By Role

C-suite level (executive summary)

Engineer level (blueprint level)

By Navigation

Self discovery (unmanned)

Guided discovery (SME demoed)

By Functionality  

LED screen supported  

IPad supported

Experience Level

Exhibit Attraction 

Creative cues that peak interest and curiosity 

Exhibit Engagement 

Create instant touchpoints for SMEs to engage customers on a personal level

Exhibit Immersion

Create a hands-on experience that draws customers into the product’s world

Exhibit Reward 

Create a call to action and continue the conversation