Detroit Auto Show 2015 Update for Acura NSX Super Car Reveal. Photos from Acura Facebook.
ACURA DETROIT AUTO SHOW 2014
THE CHALLENGE
Our challenge was to create a Tier One, world class luxury motor show experience that would reflect Acura's "Man Machine Synergy" philosophy and also help bring more excitement and attention to the Acura brand at a highly competitive Detroit Auto Show event..
Our challenge was to create a Tier One, world class luxury motor show experience that would reflect Acura's "Man Machine Synergy" philosophy and also help bring more excitement and attention to the Acura brand at a highly competitive Detroit Auto Show event..
THE CREATIVE SOLUTION
A holistic experience marketing campaign all inspired by MAN MACHINE SYNERGY from the brand architecture to the brand engagements and even down to the actual live press event held in the space.
A holistic experience marketing campaign all inspired by MAN MACHINE SYNERGY from the brand architecture to the brand engagements and even down to the actual live press event held in the space.
Inspired by Acura's performance / handling principle of INOMAMA or "At the will of the driver", the intial main iconic form of the brand architecture is a metaphor for a curvaceous race track or road that conforms or "bends" to the will of the driver. Note the gravity defying race car climbing up the ribbon and bending the road.
The entwined dual ribbon architecture also serves as a metaphor for Acura's main philosophy of "Man Machine Synergy." The natural wood ribbon represents "man" and the metal ribbon represents the "machine".
ENGINEERING FEAT
The super lightweight compound curved Ribbon architecture weighs in at a mere 3,000 lbs and is made of a high tech polymer film stretched over an aluminum frame. If the ribbons were to be constructed out of solid wood and metal frame structures, they would have weighed in over 50,000lbs!
MAN MACHINE SYNERGY EXPERIENCE: True to the Acura "Man Machine Synergy" Philosophy, a holographic interactive unit was created to deliver Acura technology stories using synergistic hand gestural interface.
HOLOGRAPHIC MIST: An atomized water vapor screen is used to project content in a holographic manner.
Navigating virtual 3d car models and technlogy stories is accomplished by push/pull (zoom) or waving (Rotate) gestures
AUGMENTED REALITY: Augmented Reality Interactive for Acura Sport Hybrid Super Handling All Wheel Drive
Users point the ipad Tablet at AR marker on table and virtual content magically appears in context of real world
Acura SH-AWD technology is explained using a virtual RLX model that you can navigate around as if it were sitting on top of the table being viewed
Hidden in the back corner of the display is an Executive Conference room
A compound curve wooden Concierge desk
A photographer's Fischer style light box provides a beautiful even lighting glow across the Acura TLX Prototype vehicle and helps to accentuate its curves.
Ribbon architecture detail. We wanted to suspend the car from the ceiling, but due to ceiling weight restrictions in certain venues, we ended up supporting the race car on steel posts. We were lucky that the ribbon architecture was only 3,000 lbs!
LED soffit lighting on platform perimeters
Real chestnut wood flooring and teak veneer walls
Acura TLX Press Event @ 2014 Detroit Auto Show by GPJ Sister Agency, Spinifex
An articulating Circular LED screen was integrated purposely into the display for the purpose of Press Reveals
The concept car can hide underneath the LED screen and then be revealed by lifting the screen in the air
GPJ Team - Acura Global Motoshow Stand Experience
Creative Director: Geoffrey Mye
Project Designer: Lisa Vien
Senior Graphics Designer: Bomie Lee
Spinifex Team - Acura Press / Media / Engagements
Executive Creative Director: Stephen Van Elst
Designer: Gilad Arazi
Photography credit and copyright: www.kathrynrapier.net
INNOVATE. MOTIVATE. ACTIVATE.
www.gpj.com
Acura Global Motor Show Stand @ NAIAS2014 - a finalist for the 2013 ThinkAwards: Best Experiential Campaign - http://www.thinkla.org/default.asp?page=2014AwardsFinalists
Also featured in FRAME's "GRAND STAND 5" Publication
