During the Michigan auto-show season, premiere brake manufacturer, Brembo, invited us to bid on developing their activation at the Concours d'Elegance of America at Saint Johns, (previously known as the Meadowbrook Concours d'Elegance).
The need was for a fun and engaging event space that would allow the casual passers-by and the folded-in fans to find interest and excitement. The brand had also partnered with a fun wooden toy car maker, Automoblox, which also required a brand presence in the shared space. Sharing a relatively small space with more than one brand is always tricky — you don't want one to overshadow the other, and both need to be respectful of the other's daily schedule of events.
The solution here was to carve the event space into quadrants that would allow not only the Brands to remain respectfully separated but equal in presence, and to also provide opportunities to illustrate their combined histories.
What resulted was a series of concepts involving everything from high-end F1 simulators to low-key children's play areas and corporate spaces to conduct pressers and PR meetings.
Tools used:
Adobe Photoshop, Carrara Pro, Illustrator, InDesign
The need was for a fun and engaging event space that would allow the casual passers-by and the folded-in fans to find interest and excitement. The brand had also partnered with a fun wooden toy car maker, Automoblox, which also required a brand presence in the shared space. Sharing a relatively small space with more than one brand is always tricky — you don't want one to overshadow the other, and both need to be respectful of the other's daily schedule of events.
The solution here was to carve the event space into quadrants that would allow not only the Brands to remain respectfully separated but equal in presence, and to also provide opportunities to illustrate their combined histories.
What resulted was a series of concepts involving everything from high-end F1 simulators to low-key children's play areas and corporate spaces to conduct pressers and PR meetings.
Tools used:
Adobe Photoshop, Carrara Pro, Illustrator, InDesign
Client: The Concours d'Elegance of America at St. Johns: Diane Fils-Schnieder
Agency: Centigrade
Project Manager: Julie Barnard
Creative Director: Brian Kotulis
3D Designer: Brian Kotulis
Graphic Designer: Brian Kotulis
Account: Blake Roller
Account: Leon Bakka
Time-Lapse Audience Participation
July, 2015. 10:00am - 1:00pm
July, 2015. 10:00am - 1:00pm
Potential Activation Layouts
Suite 2 & 1
I conducted my own research for dimension and footprint, and developed the arrangements based on the requirements
of each co-sponsor, their guests, and general audience flow-through best practices.
Suite 2 & 1
I conducted my own research for dimension and footprint, and developed the arrangements based on the requirements
of each co-sponsor, their guests, and general audience flow-through best practices.
Simple 3D Renderings for Proof of Concept
Option 1 & 2
Photoshop
Option 1 & 2
Photoshop
Brand Timeline & History Wall
27.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
27.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
Brand Motorsports Timeline & History Wall
18.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
18.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
Co-Sponsor Product Wall
18.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
18.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
Brand History Wall
18.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
18.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
Brembo Motorsports History Wall
18.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
18.5 x 8-feet
Produced as a single-sided silicone-edge graphic (SEG), which is fitted to a custom aluminum channel extrusion frame
Pull-Up Banners
~3.25 x 6-feet, each. Step n' Repeat 12 x 8-feet.
Traditional, double-sided pull-up banners produced through Tectonics.
~3.25 x 6-feet, each. Step n' Repeat 12 x 8-feet.
Traditional, double-sided pull-up banners produced through Tectonics.
Children's Play Mat, for Co-Sponsor's Nook
13.5 x 12-feet, custom cut from 4 existing designs
Produced as vinyl print adhered to padded foam, sewn together
13.5 x 12-feet, custom cut from 4 existing designs
Produced as vinyl print adhered to padded foam, sewn together
