Ford Motor Company
Michigan Central Station Event

Client: Ford Motor Company / Civic Entertainment Group

Type: Creative Strategy / Exhibit Design

Services: Creative Direction / Creative Strategy / Copywriting

Project Partners: Civic Entertainment Group

In 2018, Ford Motor Company quietly acquired the legendary Michigan Central Station in downtown Detroit. It was to be the centerpiece of a multi-million dollar revitalization campaign, launched with a community-wide event where Ford would announce its plans to invest in an entire “mobility district” and the Corktown neighborhood of Detroit.

I led our team through a series of creative sprints to generate high-concept plans for this multi-day event. In addition to event programming, we embraced the formerly neglected train station as a unique, iconic platform, proposing a series of large-scale lightshows on the nights leading up to the announcement.

During the event and for months after, exhibits installed within the building celebrated the history of the station and the neighborhood, and invited community feedback on Ford’s newly unveiled plans for the future.