DEARBORN – Lincoln’s 2012 North American International Auto Show display stands apart by engaging its guests with a complete art and design experience they can make their own.
The entire display, inspired by premium retail stores, takes its own distinct path from the traditional lights and conventional stages on the auto show circuit by creating a connection between the brand and its auto show guests.
Art, a showroom, lounge, demos, product specialists and innovative décor by artist and engineer Chuck Hoberman, whose work has been seen everywhere from the 2002 Salt Lake City Winter Olympics to U2’s 360 ° tour, combine to create a unique new environment every visiting guest can experience personally.
“This is the biggest statement Lincoln has ever made at an auto show,” says Max Wolff, Lincoln Director of Design. “Our NAIAS display represents more than a vehicle debut. It represents the reinvention of Lincoln.”
The 17,752-square-foot stand is 50 percent larger than last year’s, and every detail – from the art pieces to the galleries inside of the presentation – speaks to the brand’s new, more personal attitude.
“Lincoln’s 2012 NAIAS stand is a full premium experience,” says C.J. O’Donnell, Lincoln Group Marketing Manager. “Every detail of the stand, from the art and design elements to the brand specialists, was carefully planned to reflect a holistic approach to luxury that characterizes our new approach. We want each visitor to enjoy the individual experience of the new Lincoln, which fuses outstanding products with world-class customer service.”
The Art of Lincoln
Lincoln creates an art-gallery ambience for guests as a means to engage with them in a more intimate manner. The featured art, which ranges from sculptural to abstract, gives guests an experience that connects them with the brand — it invites them into the stand.
Metropolitan Detroit artists Jae Won Lee, Sharon Que, Mary Rousseaux, Eric Troffkin, April Wagner and Graem Whyte will display their unique disciplinesalong the stand.
Hoberman will display two of his world-renowned spheres, which are made with 840 parts, weigh approximately 300 pounds, condense at 3 feet and expand to 11 feet.
Guests also can experience the new Lincoln Drive Control feature inside of the Artistry of Performance gallery. It uses the new 2013 Lincoln MKS on an LED floor to artistically simulate road conditions. Lights and images are creatively used to give an overview of some of Lincoln’s performance capabilities.
New Lincoln Lineup
Guests can experience Lincoln’s latest vehicle lineup in the showroom area just beyond the lattice, where product specialists will be available to answer questions.
More than 50 hand-picked product specialists will be available in every area of the stand to assist guests individually with everything from vehicle information and scheduling a dealership test drive to enjoying the luxury amenities in the special Lincoln Lounge. They were all selected because of their experience in luxury service and customer engagement.
All six of Lincoln’s vehicles will be featured at the stand— the new MKS full-size luxury sedan, the new MKT premium three-row utility, the MKZ and MKZ Hybrid midsize luxury sedans, the MKX midsize utility and the Navigator full-size SUV.
Lincoln Lounge and Collection
The second level includes a lounge where current and future Lincoln owners can enjoy premium beverages while relaxing on plush leather couches.
Also on the upper level is Edsel Ford’s restored 1934 Model 40 Special Speedster, which offers a look at the brand’s design heritage.
Available for order by visitors will be exclusive merchandise from the Lincoln Premiere Collection.
A choreographed soundscape designed by sound and composition duo Double Dose will play throughout the stand.
The audio performance includes approximately 140 elements that will play at various levels as accompaniment to the Hoberman spheres that hang on both sides of the display. The spheres expand and contract as several colored lights beam throughout the display to give guests a theatrical and engaging experience.
The Artistry of Sound Gallery also will play the customized soundscape. It will be enabled with THX® II Certified Audio and demonstrated with the new 2013 Lincoln MKT. It also will give demonstrations for technologies such as the voice activation capabilities of the latest MyLincoln Touch system.
“Every detail of the new Lincoln experience at the Auto Show has been designed to allow visitors to enjoy a mix of technology, design, art and engineering that speaks to modern society but in an elegant, unique and personal way,” says Wolff.