Ford’s premium brand Lincoln has previewed its show stand for next week’s Detroit show, and judging from the looks of it, the brand is definitely aiming for an upscale image in the design of its display.
The show stand’s exterior is modeled after upscale retail stores similar to the ones that line Rodeo Drive in Beverly Hills, and Fifth Avenue in New York. Inside, it aims to give off an art gallery vibe, with premium art pieces by Detroit artists decorating the interior and a choreographed soundscape playing throughout. The six Lincoln models on display (MKS, MKT, MKZ and MKZ hybrid, MKX, and Navigator) will also be highlighted alongside the sculptures and abstract art, and a new Lincoln drive control feature will also allow guests to take a ride in the new 2013 MKS on an LED-lit floor that simulates road conditions. MyLincoln touch voice activation capabilities will be also demonstrated in a sound gallery.
Guests can then ascend to the second level that is made to resemble a swanky lounge, complete with plush leather couches and Edsel Ford’s restored 1934 Model 40 Special Speedster on display. Merchandise from the Lincoln Premier Collection will also be available for order. The entire stand measures 17,752 square feet, which is about 50 percent larger than last year’s show stand.
“This is the biggest statement Lincoln has ever made at an auto show,” says Max Wolff, Lincoln's director of design. “Our [Detroit] display represents more than a vehicle debut. It represents the reinvention of Lincoln.”
Lincoln has expressed it will be stepping it up with the brand’s new design language, but let’s hope an over-the-top stand doesn’t steal the attention away from what it’s supposed to be showcasing: the cars.