Heavy Lifting.
The Cadillac auto trade show exhibit design was originally specified by GM’s agency to include structural steel, glass, and metal materials. The brand experience called for a heavy-material fabrication using a steel structure and plywood construction. The exhibit was intended to be cantilevered and self-supporting, but due to the weight of materials called out in the design, the booth would have required rigging to the venue structure—adding complexity and cost to the trade show program.
Reinventing the Exhibit Build.
Kubik was tasked with solving this booth design and engineering challenge: how to manufacture the immersive trade show exhibit with significantly less weight, while maintaining Cadillac’s high-end design intent and structural integrity.
Innovation in Materials.
Kubik re-imagined the exhibit’s interior structure using a revolutionary corrugated structural paper board product, replacing the heavier plywood and steel elements. Finished in the same premium automotive paint, this material provided a lightweight, freestanding exhibit solution that was 60% lighter than the original design.
This innovation delivered significant savings on material costs, drayage, shipping, and labor while maintaining the luxury look and feel essential to Cadillac’s brand activation at the show.
Sustainability + Impact.
In addition to cost and weight savings, the paper board solution offered an environmentally friendly benefit, being made from 80% recycled paper materials. This aligned seamlessly with Cadillac’s growing commitment to sustainability in their overall marketing and event strategy.
Kubik’s creative approach allowed the experiential booth design to remain true to Cadillac’s “Art + Science” ethos—merging advanced design, innovative materials, and impactful storytelling into a standout trade show environment.
Award-Winning Experience.
This groundbreaking project earned the Silver Award for Best Trade Show Environment from Event Design Magazine’s prestigious Event Design Awards, recognizing Kubik and General Motors for their excellence in exhibit design, event marketing, and brand activation.
Silver – Best Trade Show Environment