All-New General Motors North
American International Auto Show Exhibit Showcases Its Brands In
Style
When hundreds of thousands of 2007
North American International Auto Show visitors step inside the
121,000-square-foot General Motors exhibit beginning Jan. 13,
they’ll experience more than beautifully designed and executed
cars and trucks. The all-new GM exhibit – the show’s largest –
will be transformed into the auto show equivalent of an art
gallery.
A more intuitive layout supported
by enhanced, high-tech overhead and vehicle lighting; open
spaces and clean lines; minimalist architecture and premium
materials will allow visitors to experience GM’s eight
distinctive brands in unique, gallery-type settings within a
unified, GM-themed environment. The individual brand displays
surround GM’s advanced technology-themed corporate display.
Photos: GM
Throughout the exhibit, 615 linear
feet of LED lighting will be suspended above visitors’ heads,
complemented by additional lighting in the brand displays that
bathes the vehicles in light. Each of the brand areas will have
back wall video projection for product messages, as well as
synchronized corporate messages.
The individual brand displays
surround GM’s corporate exhibit, featuring LED screens and
projected laser images on glass that demonstrate GM’s vision for
reinventing the automobile. During the media preview, the space
will be used for major vehicle launches. For the public, the
space will be transformed into a dramatic vehicle design and
technology display highlighting GM’s leadership in design,
technology, safety, quality and fuel efficiency.
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GMC: Professional Grade
goes decidedly upscale with an all-new space that features
textured blue steel, precast concrete, and chrome, perforated
metal that evokes the grille design of GMC’s premier Denali
lineup. Mechanical elements abound, executed with style and
precision.
HUMMER: Capability is the
name of the game, and GM’s go-anywhere, do-anything vehicles are
displayed against a deep orange backdrop complemented by
architectural cues such as massive ID plinths, concrete and
glass floor panels.
Photos: GM
Chevrolet: GM’s largest brand
builds on a global auto show concept called “Chevy Moments.” The display
consists of a series of graphic towers, feature vehicle displays and LED
screens, along with unique flooring that defines specific vehicle areas.
Chevrolet is unveiling the new 2008 Malibu at the Detroit show.
Photos: GM
Cadillac: The display for GM’s
luxury marque is inspired by the sharp lines and faceted architecture of
its vehicles. It features an angular ceiling canopy, premium materials
such as frosted glass and stainless steel surfaces, and high-tech
lighting that befits Cadillac’s technology legacy. Cadillac is revealing
the new 2008 CTS at the Detroit show.
Saab: Very clean and open with
crisp, white surfaces and glass flooring, the Saab display features
unique LED technology as well as LED screens that create a special
product environment.
Photos: GM
Pontiac: Pontiac's all-new
display evokes the energy and atmosphere of a hip club. Polished
stainless steel surfaces, gloss black paint and glass convey the
brand’s seductive performance theme. The space comes alive with
carefully choreographed sound, light and the use of video
presentations that create excitement.
Saturn: As refreshing as its
brand-new product lineup, the Saturn display breaks convention with
unique architectural elements and distinctive materials. The “Aura Box”
features bright Obscura projection technology focusing on the 2007 Aura
Green Line hybrid.
Buick: The Buick environment exudes
the premium elegance associated with its new design direction. It
features sophisticated materials such as wood, polished stone tile and
gossamer lighted fabric back walls that underscore the display’s water
theme, and illuminated ceiling coves. A Buick Lucerne will showcase
OnStar’s Turn-by-Turn Navigation technology on a windshield-projected
narrative.
