The General Motors Renaissance Center headquarters will be undergoing some big changes starting this summer, as the automaker announced a massive renovation project for the Detroit landmark.
The 120,000-square-foot renovation will extend the front complex, which houses the Detroit People Mover station, to Jefferson Avenue, and an 8,000-square-foot addition will include a 70-foot-wide by 80-foot-long exterior video screen. The current GM World vehicle display area will be reconfigured into the expansion, which will also host interactive exhibits and potential areas for new vehicle debuts.
“One of the things about brands and marketing is … storytelling … (and) one of the platforms for telling our story is our headquarters,” Tim Mahoney, chief marketing officer for Chevrolet, said.
“We really believe when it’s finished, this will one of those destinations you want to come see when you’re in Detroit.”
The 8,000-square-foot expansion will include five tiered levels for guests to explore, and be home to a new GM retail store, too.
The project has an estimated completion date of 2018, and GM is currently finalizing negotiations for a contractor. The renovations will be the most major additions to the headquarters since 2001.