Detroit’s most famous postcard image is getting a major upgrade.
General Motors announced Friday it will build a new addition to its Renaissance Center world headquarters including new glass-enclosed display space to exhibit GM brands and a giant video screen facing Jefferson Avenue.
Tim Mahoney, chief marketing officer and leader for Global Chevrolet, said construction will begin this year and be completed in 2018. The new atrium-like structure will include 8,000 square feet of new space that wraps around the People Mover track at the RenCen.
GM will also reconfigure another 110,000 or so square feet of existing interior space in the RenCen as part of creating a larger, brighter display area for its brands. A closed movie theater will be repurposed and some long-time RenCen elements, like the oversized planters in the atrium space, will be removed.
Mahoney said the upgrades and additions are meant to help GM tell the story of its brands and its people.
“One of the platforms for telling our story is our headquarters,” he said. “It’s the Eiffel Tower equivalent for Detroit.” When the work is finished, he said, “This will be one of those destinations you would want to come see when you come to Detroit.”
The giant video display facing Jefferson Avenue will measure 70 by 80 feet and will be available for a variety of messages, he said. […]