GMC - New Build Concept Proposal for NAIAS 2017

OBJECTIVES

To define a new brand language and design a GMC stand while balancing modularity, functionality, floor space usages, and budget constraints.

CHALLENGE:

• To change the consumer's perspective of the brand and appeal to a new audience without losing the existing customers

• To catch the attention of the audience drawing them to the stand and increase dwell time

• Allow hands on interaction

• Seamlessly integrate the architecture of the set with LED content

• Create emotional connection and positive outcome

CONSIDERATIONS:

• Budget

• Booth location, size

• Modularity of the display and its properties

• Vehicles: placement, zoning, color strategy

• Traffic flow

• LED presence

PROCESS

REFERENCE

BOLD

Sophisticated • Progressive • Modern

CONFIDENT

Independent • Driven • Passionate • Ambitious • Self-made

PRECISELY CRAFTED

Innovative • Engineering Excellence • Quality • Attention to Details

INSPIRATION

Minimal • Dynamic • Clean • Geometric • Repeated Rhythm

FORM STUDY

Visualization

The idea of seamless integration of the architecture with video content to create a powerful presentation that appeals to a wide demographic. Minimal design features modular ribbon-like frames to create depth and an intuitive hierarchy. The elevated platforms clearly define focal zones (Denali, All Terrain, lounge, etc.).

Information Counter

Video Screens Direction

Very important part in this design play LED screens. Their large scale and central location was a necessary component of the overall architectural statement. The implied movement in the LED screens draws attention, creates interest and allows the attendees to explore the stand and discover the stories it offers.

A strategic multiplication and orientation of the screens (facing both sides of the booth) allows for multiple viewing angle and creates a great ability for storytelling and messaging.