Environments | Displays | Chrysler |

Chrysler North American Auto Show Exhibits 2011

Chrysler Group | North Amerika | 2011

Lightswitch designers collaborated with exhibit designers on all aspects of the design, integrating architectural as well as theatrical lighting fixtures into the exhibit space.

What It Was

The Chrysler Group, including the Dodge, Jeep, Ram, and Chrysler brands has looked to Lightswitch to design the lighting for its exhibits at all the major auto shows in North America since 2001 and their press events since 1998. Today Lightswitch lights nearly 62,000 square feet of exhibit space at the Detroit Auto Show, and nearly 3 times that in Chicago. The 2010 Chrysler Exhibit was the first to exhibit the new European brands of the Chrysler Group including Fiat, Ferrari, and Maserati. The design for the exhibit was conceived as a bold clean line space that allowed the vehicles to shine. The process developed from design to realization in six weeks and was a resounding success.

What We Did

Lightswitch designers collaborated with exhibit designers on all aspects of the design, integrating architectural as well as theatrical lighting fixtures into the exhibit space. Lightswitch’s design created a sense of visual movement and theatricality that is unprecedented in the auto show industry. Care was taken to design an exhibit that was unified in the ideals of the Chrysler Group while also creating spaces that accentuated the identities of the seven individual brands.

Why It Worked

Auto Show exhibits are built on teamwork. There are a lot of vendors contributing to the overall design and communication is key. Because the Lightswitch team is so diverse in their technical knowledge they are able to coordinate with all the other teams to ensure the lighting and multi media are incorporated into the final design and then executed within the budget. The end result is a true spectacle.