Spanning five stories in the high-profile central atrium of the automaker’s global headquarters in downtown Detroit, this experiential space displays current GM vehicle models. GM World showcases the company’s latest vehicles, technologies, and innovations, providing visitors with an immersive experience into the brand’s offerings.

The exhibit area also features rotating vehicle displays; large-scale LED surfaces fed by an artificial intelligence-driven interactive content engine that delivers ever-changing branded content; and enhanced lighting, sound, and show control systems.

To ensure auto show quality lighting for vehicle exhibits and to accentuate the brilliance of the automotive paint colors, the IMEG’s lighting design team (Illuminating Concepts) engaged in multiple exercises ranging from large-scale photometric analysis to mini mockups, to an exercise with the client’s global colorist team to ‘dial in’ the color temperature and intensity of each vehicle display.

IMEG also provided lighting for adjacent public spaces, integrated millwork and ramp lighting, turntables, and public corridors.