A Paper-Thin Solution

Cadillac, Auto Show, Toronto, Montreal, Vancouver, Canada

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

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