A preliminary design concept that would first be unveiled at the North American International Auto Show. The design was developed to serve as the basis for all exhibit marketing for the Tesla brand, including smaller auto shows and traveling displays.
The primary goal was to establish Tesla as a leading competitor within the automotive market, and to do it in an unconventional way. The space was to be dynamic, but limited in messaging. It was designed to provide a dramatic backdrop to the vehicles, which would serve as the primary focal point. The exhibit architecture was limited to a primary structure, a multimedia wall, and the cars themselves. The efficiency and simplicity of an exhibit to match the efficiency and simplicity of the brand.