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General Motors - The Durant House

challenge

Capture the interest of Chinese brand enthusiasts in General Motors' brand-new premium lifestyle platform, The Durant Guild, and expand the GM community. 

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response

GM’s lifestyle platform, The Durant Guild, brings together its iconic collection, providing a gateway to explore brand heritage, diverse automotive cultures, and join a vibrant community. 

Realised as a multi-faceted digital platform within a modular space, The Durant House, serves as a physical embodiment of the platform. Within this dynamic structure, guests embark on a journey, guided by light and sound, into interactive exhibits.  

From learning about GM's legacy with William Durant to experiencing the adrenaline rush of Corvette racing, The Durant House offers something for everyone. Enthusiasts can push the boundaries of technology in "Pushing the Limits," connect with fellow car lovers in the "Community Lounge," or admire legendary vehicles in "Billy's Garage”.  

With every touchpoint, the visitors established more profound connections with the Guild, and effectively showcased the Durant Guild as a highly desirable platform.  

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Impact

The Durant House celebrated the legacy of General Motors while simultaneously fostering a community of automotive enthusiasts for The Durant Guild. This resulted in an effective engagement of members for The Durant Guild community, enhanced brand loyalty and solidified General Motors' position as a premium lifestyle brand. 

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