Cadillac @ STROKE Art Fair

For the second season of Sponsoring STROKE Art Fair in Munich, Cadillac asked for a concept to place cars inside the venue as integral part of the exhibition.

The basic idea: The goal is to build a vibrant setting that not only fits the cars and the brands attitude but also makes the cooperation between Cadillac and STROKE visible for the visitors. The Cadillac booth should be a mix of POS aspects combined with an arty urban attitude, so that it becomes an integral part of the event rather than being a placed advertorial product only. It would be best, if this booth is able to trigger peoples creativity and imagination and therefore give them an idea of the "daring" character the car has.

The saying "two sides of every story" became the initial inspiration for the set-up. We built a wooden wall that is following the shape of the car including a basement where the tires are standing on - something almost like a stage. One side of the construction is entirely painted in the original car color (creating a monochromatic look) while the other side of the wall was painted a different color (this half of the car was vinyl wrapped in the different color).

Cadillac XT5 booth: We ask „Typographic Artists“ (Sign-Painter) to design each side. This will be done with various different type-forms and can include even advertorial messages (such as: „dare greatly“). The use of typography is a trending art, as it combines very modern use of design and typography as well as true craftsman ship and skills! With the quotation of the "Sign-Painter-History" we also features the „American Aspect“ of the brand.

Cadillac CT6 Booth: For this booth we asked ourself: How would a fancy garage of a cool designer or artist look like? If he really loves his car, he might be inspired to design something that is more than just a grey concrete box. Using the same idea as for the typographic booth, we designed the two sides of the car installation by using the same monochromatic idea: Mainly white and black artworks, sculptures, toys, photogaphies and furniture were arranged on each side of the car to give the visitor a taste of a unique 21st century garage for the true car lover.