Environments | Displays | Events | Corporate | Chrysler |

Chrysler Auto Show exhibits 2012

Chrysler Group | North America | 2012

Lightswitch designers collaborated with exhibit designer George P Johnson Company on all aspects of the design, integrating architectural and theatrical lighting fixtures into the exhibit spaces.

What It Was

The Chrysler Group, including the Dodge, Jeep, Ram, Fiat, SRT and Chrysler brands, has looked to Lightswitch to design the lighting for its major North American auto show press events since 1998 and its exhibits since 2001. Today Lightswitch lights a total of more than 250,000 square feet of Chrysler Group exhibit space at the Chicago, Detroit, Los Angeles and New York shows, working in partnership with Production Resource Group.

What We Did

Lightswitch designers collaborated with exhibit designer George P Johnson Company on all aspects of the design, integrating architectural and theatrical lighting fixtures into the exhibit spaces. Our design created a sense of visual movement and theatricality that is unprecedented in the auto show industry. We took care to design exhibits that unified the ideals of the Chrysler Group while also creating spaces that accentuated the identities of the six individual brands. Four Chrysler brands introduced new products at the 2011 and 2012 shows. Working with press events producer O2 Creative Solutuions, Lightswitch designed lighting for the launch of the Fiat 500 Abarth in LA, the Dodge Dart in Detroit, and the Ram 1500 and SRT Viper in New York. Our lighting complemented each unique event concept—from sporty and modern for Fiat to fast-paced and edgy for SRT.

Why It Worked

By designing the lighting for both Chrysler’s public-day exhibits and its press events, Lightswitch streamlined the show experience for its client while simultaneously reducing its costs. Our diversity and technical knowledge allowed us to coordinate with other design teams and vendors to ensure that the lighting and multimedia were incorporated into the final design and executed within budget. With offices in cities across North America, Lightswitch was also able to provide additional support staff for each show with reduced travel costs to the client.