Material Studies and Program Design

Corvette means performance. This proposal for a Corvette Performance Center integrates vehicular and cultural performances to allow the brand to connect with a wider range of auto enthusiasts. Rather than redefining the brand's image, this proposal crafts a new vantage point from which to experience the highly recognizable and iconic car.

Tucked into the junction of two busy highways, this branding proposal for a Corvette Performance Center integrates two types of performance: vehicular and music. A public racing concourse, indoor auditorium, and outdoor performance stage provide an interactive user experience with Corvette. The concourse allows car owners to truly (and legally) experience their vehicle's performance capabilities while the music venues extend the brand's identity into an accessible entertainment realm.