We dug into the history of Detroit, Ford, and Michigan Central Station to identify our core audience and build a placemaking strategy that defined how this future mobility district would show up for, engage, and serve its community. 

From there, we developed Michigan Central’s mission, vision and creative concept, The Choreography of Transformation. Each historic space of the Station — from The Main Waiting Room to The Carriage House — was reimagined through the lens of innovation and transformation. After 14 months, we had crafted the experience and design for Michigan Central’s four key floors. All of this was packaged into a vision book and sales tool for Ford Motor Company executives, the Ford family, and potential partners.