For those of you courageous enough to brave the wintry trek to Detroit this January to visit the 2006 North American
International Auto Show, you’ll be rewarded for your effort by a show more over the top than you’ve ever seen. Forget
your local city’s auto show. Cobo Hall’s restrictive space makes for some ingenious and entertaining display designs
from each manufacturer. Ford’s is always one of the largest and most grandiose at the show, and here we get a glimpse
at how Ford will use its 2.5 acres of Cobo Hall floor space.
Some quick facts:
More than 80 vehicles will be on display
Over 108,000 square feet of floor space
2,400 LED screens
360,000 lbs. of steel, 280,000 lbs. of aluminum and 31,000 sheets of plywood were used
Took over 10 weeks to build by 260 skilled trades-people
After the jump you’ll find a description of each brand’s area in Ford’s own words, as each marque will get its own
differentiated display environment.
[Source – Ford]
Ford: The Ford space welcomes you as a typical American city?s town square would. Bold, bright
colors and an open, expansive environment are enhanced with a unique dome ceiling that continuously changes colors and
tones. Information and video for individual vehicles is presented to customers on interactive spec pods, rather than
the traditional static stands. Four distinct vehicle areas showcase Blue Oval cars, trucks, SUVs and Living Legends,
including the family of Mustangs. Technology exhibits highlight environmental leadership in hybrids, other alternative
fuels and safety; share more information on Ford?s family of powertrains and truck leadership; and even give visitors a
chance to play an all new X-Box 360 game called ?Need for Speed,? which pits some of today?s hottest Mustangs against
each other and the clock.
Lincoln : The Lincoln space provides the ultimate effort in immersing visitors into individual
vehicle environments. Next to each Lincoln is a multi-media hub that literally creates a personal space. When a
show-goer enters the hub, he or she takes a seat on luxurious Lincoln leather and then triggers a driving simulation
film. One half of the screen shows the view from the driver?s window, while the other shows the lifestyle the car or
truck would be part of. To top it off, there?s an olfactory element as well. For example, as the Lincoln Zephyr sedan
drives through the streets of Seattle , not surprisingly, it passes a coffee shop and its scent, literally, fills the
air. When the all-new 2007 Aviator crossover pulls out of a Hollywood , California , driveway, it passes beautiful
magnolias and the aroma of sweet flowers perfumes the air. Lincoln ?s display is an elegant contrast of dark and light
materials accented with orange tones that are warm while conveying energy and strength.
Mercury : At Mercury, the stand reflects the personality of the customers it?s drawing with new
products like the Milan sedan and Mariner SUV. Mercury customers like to discover information on their own and with new
?I Screens? located in the Mercury area, they?re free to do just that. A show visitor can grab onto the ?I screens? and
move them in a full 360-degree circle. As the person moves with the screen, the information and view changes and tells
a lifestyle story.
For example, a walk around the Milan will show the versatility of its interior by showing the vehicle through the eyes
of a surfer who easily loads his board into the car. At times, the information is also projected onto large LED screens
built into the larger display. Mercury colors are sophisticated, but expressive and modern with cool blue and green
tones.
Mazda : Mazda will present a unique sense of dynamic energy and movement true to the brand?s promise
of ?Zoom-Zoom?. Contemporary shapes and new ?Emotion Walls?, including an 18-foot giant LED main screen, are designed
in diamond shapes with accelerating curves that give a bold kinetic backdrop and make you feel the soul of a sports car
that is standard in every Mazda vehicle. The stand highlights vibrant use of yellow and white with youthful, dynamic
graphics and flooring materials feature black bamboo flooring which stylishly embodies Mazda?s proud Japanese heritage.
Consumers can also experience the joy of motion through driving simulators and may interact with a variety of product
and technology exhibits throughout the stand.
Volvo : Volvo?s stand reflects the brand?s commitment to make a statement for life. It is a gesture
of appreciation to our senses, a place where you can experience real emotion. It is a calm, inviting and welcoming spa.
Extensive use of scenery, lighting, fragrances and special effects come into play in the display of Volvo?s new C70
sedan. The C70s on the stand feature special roofs that open and create a sensory experience that might make you feel
the car is driving through a misty morning or a sunshiny day. Volvo?s design reflects the brand?s Scandinavian heritage
expressed through creative engineering and blond material palette.
Jaguar : Jaguar?s attention to detail is clearly reflected in the open, inviting space of its stand.
It?s been designed to make a bold and modern statement about the brand using a combination of beautiful materials that
include cherry wood and aluminum, which are used throughout. An exclusive raised seating area in the stand creates a
sanctuary for visitors, and a large LED area showcases the details of the Jaguar story, where modern design meets
inspired engineering.
Land Rover : At Land Rover, adventure meets classic design. Warm English oak and indigo stone finish
provide a contrasting, but simple style, while the displays take visitors on a journey. A waterfall provides a cool,
refreshing spot while an LR3 lives on a turntable that dips, tips and sways to highlight the vehicle?s go-anywhere
capability.
Aston Martin : The Aston Martin stand reflects the brand?s exclusivity. A private viewing room is
surrounded by electro-chromatic glass that transforms from clear to opaque at the touch of a button. This allows for
one-on-one customer interaction, a trademark of the Aston Martin brand.