Creative direction is derived from an eclectic mix of the contemporary, modern, urban and technological. Blending primary shapes into engaging environments.
The direction is as much an exploration into the science of the brand and the DNA behind electrical excitement, which is real, physical and lives within every Detroit Electric car. This space was designed as an experiential centre, not just an interior design project.
Initial look and feel sketch renders of the space. Facet look and feel became our signature accent -- simple complexity.
Discovering how these facet forms come together within an environment.
Customer journey and intial look and feel of the space.
The three brand pillars become part of the visitor journey.
Detroit Electric undertook a rebrand mid project (created by AMP). We adpated this throughout the space providing a brand new look and feel.
Isolated view of the "Performance Line" which flows around the space providing movement and energy. Built from interactive LED.
Mood film. Edited from various vimeo based films to provide inspiration and energy to our vision.
