Shanghai General Motors
"The design concept was aesthetically appealing and strategically sound. Studio Dumbar's efforts helped ensure the success of the show. We were very pleased with the results."― Jennifer Hang, Exhibition & Outdoor Manager, Marketing and Distribution Dept., Shanghai GM
Client
Shanghai General Motors is one of China’s top Sino-foreign automotive joint ventures with four renowned car brands: Buick, Cadillac, Chevrolet and SAAB.
Project
Initiated: 2003 Completed: 2003. Creation and design of Shanghai General Motors exhibition stand (1100m2) under the motto ‘Drive the Future’ on Shanghai’s International Auto Show 2003. Stand design, 3-D design, interactive design, interior architecture, display systems, furniture, signage and interactive media.
Outcome
For one of the top five automotive exhibitions in the world, SGM needed an attractive and representative stand for visitors in order to convey their vibrant, reliable, and forward-looking ambitions.
Studio Dumbar China created a unified visual platform for SGM by installing streamlined, minimalist, and hi-tech elements complemented by the use of natural, transparent colors and materials. Wood railings and tactile rubber floor made of recycled tires set off glossy white platforms displaying metallic silver automobiles. A dynamic video wall brought the stand to life with a spectacular motion light show of unique and contrasting design that attracted and held visitors attention, delighted their senses and amplified SGM’s desired brand image. The traffic flow was designed in a way so that from whatever direction visitors approached their attention was brought to one or more focal points: the featured vehicles, the video wall, the plasma touch screens or the illuminated banners. The exhibition design successfully communicated the SGM brand image and memorably engaged visitors in the brand experience, a fact legitimized by an officially conducted survey after the show.