General Motors World Experience

Over a year in the making, the groundbreaking brand experience at the GM headquarters.

In January 2018 General Motors unveiled a remarkable permanent experiential installation in the Atrium of its global headquarters in Detroit. Spanning five stories, seventeen massive-scale LED surfaces are fed by an Interactive Content Engine (ICE) prototyped and programmed with TouchDesigner. Adding to the complexity of deliverables was GM’s mandate that the installation be capable of delivering an infinite array of customized visual sequences daily and even hourly to keep the experience novel and topical. On demand, the system is capable of autonomously sorting through its vast content library to select clips matching the parameters it is fed, then applying a variety of rules to artfully edit clips together creating a live mosaic of the sequences that play out across the 17 screens.