See the Past, Present and Future of Elegant Design in a Two-story
Travel Through Both Forest and Desert on a Chameleon-like Mountain
A 25-foot Tall Ram's Head Grabs Life by the Horns
HILLS, Mich. - Imagine entering a Chrysler design time machine that
uses state-of-the-art technology to bring the rich history of the
Chrysler brand to life. Or experiencing a three- dimensional
topographic map, based on terrain that only a Jeep(R) would dare
negotiate. Or looking up at a 25-foot high ram's head that will be
impossible for anyone to Dodge.
unique experiences are among the key elements of the all-new Chrysler,
Jeep and Dodge displays at the 2003 North American International Auto
Show (NAIAS). Each exhibit is dramatic in scale and designed with
passion to capture the pure essence of each brand. Just as important,
the three Chrysler Group displays share one thing -- each is as unique
as the cars and trucks they were built to showcase.
essential element from each brand is integrated into each of the three
displays. For Chrysler, it's a CAD-CAM-drawing (Computer Aided Design-
Computer Aided Manufacturing) of the 2004 Crossfire sports coupe. For
Jeep, the brand's famous seven-slot grille. For Dodge, the well-known
ram's head logo that has served as a powerful symbol for the brand
will be center-stage.
-- a combination of education and entertainment -- is a key feature of
the new displays. The stands will come alive with visual, audio and
lighting technology that will enable viewers to experience the
vehicles in new ways. Easy access will give attendees personal
interaction with each vehicle on display.
the Chrysler Group stands at next year's NAIAS are stands for
DaimlerChrysler's Mercedes-Benz and Maybach brands. Mitsubishi, an
alliance partner with DaimlerChrysler, also has an adjacent exhibit.
Chrysler Group displays are a collaborative team effort. The Arnell
Group, in conjunction with the Chrysler Design Office, designed the
exhibit. Design Forum of Dayton, Ohio, engineered the exhibit.
Fabrication of the Chrysler and Jeep stands was by George P. Johnson
in Auburn Hills, Mich. The Dodge stand was fabricated by Exhibit
Enterprises in Dearborn, Mich.
- "The Design Time Machine"
discernable at ground level, the overall Chrysler brand exhibit's
design is actually based on a CAD-CAM representation of the all-new
Chrysler Crossfire that is reconfigured into a swooping two-story
structure. This architectural spine of the display includes a
pedestrian "walk-through" that uses cultural and historical
references to authenticate the importance of Chrysler brand design
over the decades.
Chrysler display is an automotive time machine. Through modern
technology, design and movement the display speaks to those that
enter, telling the story of Chrysler's car culture and history.
Beginning in the 1920s -- a decade highlighted by the company's first
automobile, the 1926 Chrysler Six -- the display focuses on
exceptional design moments, past and present. Representing the future
are the 2004 Chrysler Crossfire and Pacifica, which are set to enter
showrooms in 2003.
story of Chrysler is one of ingenuity, pioneering spirit and the
pursuit of quality, but with an emphasis on how we embrace these
values in the future," said Murphy. "The Chrysler continuum
provides a constant link between the brand's history and the
never-ending evolution of style and innovation."
"Go anywhere. Do anything."
display is divided into three areas: Challenge, Play and Rescue. In
each section, the normally horizontal lines of mapping topography are
vertical, resulting in "ribs" or mountains. The highest
mountain is 25 feet tall, just four feet below the ceiling of the Cobo
Convention Center. Jeep Wranglers, Jeep Libertys and Jeep Grand
Cherokees are dramatically positioned on the mountains to underscore
their legendary off-road capability. Atop one mountain is a Jeep
Wrangler Rubicon, whose underbody can be seen from the floor below by
lighting is a unique feature of the Jeep vehicle exhibit giving the
entire structure a chameleon-like quality. Each mountaintop rib is
translucent, allowing light emitting diodes or LED lighting to
dramatically change the color of the mountains. Additionally,
landscape scenes depicted on the mountains change between forest and
desert views as viewers watch.
merchandise area is divided into seven areas that mimic the famous
seven-slot grille of all Jeep vehicles.
"Living life to the fullest"
display is laid out in circular patterning with orbiting rings. It is
divided into five zones that represent the wide range of vehicles,
life styles and "Grab Life by the Horns" attitude of Dodge
customers. The zones are Truckville, The Minivan Zone, Concept and
Merchandising Zone, Performance with NASCAR and Viper, and Passenger
Car Zone. The display stand will also include past and current engines
from Dodge vehicles, including the legendary HEMI(R) engine.
centerpiece of the display stand is a 25-foot-high by 26-foot-wide
Dodge ram's head that show attendees can walk through. The huge head
will be both a beacon for the Dodge display, and a landmark for the
entire show. Illuminating the ram's head will be 31,750 LED lights.