General Motors Europe
Cadillac & Corvette - Frankfurt Motor Show
2005 – Frankfurt am Main, Germany
A suitable stand architecture made the brand values of Cadillac and Corvette visible and perceptible to visitors. A presentation with corners, edges and flat areas.
The aim of the exhibition participation was to take Cadillac und Corvette with their existing strong North American base, to position them as brands in Europe and to make their brand values perceptible. At the same time, it was intended to emphasise the Cadillac and Corvette claim to occupy the premium sector. The inspiration for the stand architecture was the Cadillac and Corvette design language: corners, edges and flat areas. A crystal beneath the exhibition stands skilfully unites the two separate stand areas into the overall concept. Vehicle design and stand architecture were fused to become a single entity. The crystal stood as a symbol for the brand-specific communication of high-end quality, formal clarity, modern technology and dynamism.
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