The Cadillac auto trade show exhibit design was created designed by GM’s agency and called for structural steel, glass and metal materials. The brand experience design called for a heavy material fabrication using a steel structure and plywood construction. The unit was intended to be cantilevered and self-supporting but, due to the weight of materials called out in the design, the exhibit would require rigging to a venue structure.
The challenge was to manufacture the experiential exhibit with less weight while maintaining the design intent. kubik re-imagined a revolutionary solution by utilizing a corrugated structural paper board replacing the interior structure and finished in the same high-end auto paint.
The solution resulted in a freestanding, 60% lighter exhibit; significant saving on material, drayage and shipping costs; with the added bonus of a green solution made from 80% recycled paper. Without this innovative approach, the interactive environment design would have had to have been scrapped.
Silver – “Best Trade Show Environment”, General Motors: Cadillac: Art+Science, Event Design Magazine, Event Design Awards
