DETROIT — The Renaissance Center, Detroit’s most prominent and iconic feature and world headquarters for General Motors, has been given a dynamic new appearance by YESCO.
The crowns of the five towers are now vibrantly highlighted day and night, and the previous GM logo signs have been replaced with LED screens. Content on the various LED components can be updated and synchronized immediately and remotely via the new control network designed and implemented by YESCO. “This innovative new signage is fully capable of promoting GM’s diverse marketing strategies, from displaying GM’s global brand logos to supporting an infinite range of charitable, community, sporting, or seasonal events,” says Jim Steffin of YESCO.
Initiated by GM’s marketing team, this ambitious project was undertaken by a world-class team of Jack Morton Worldwide, Hines, Gensler, SOM, and YESCO. “We worked collaboratively throughout the process. It was a feat of creative thinking, careful planning, amazing technology, and hard, physical labor. Everyone’s hats are off to the crew, who worked tirelessly through a relentless Michigan winter, nearly 900 feet in the air, for most of the installation,” says Michael Bojarczyk, GM’s global marketing strategist.
YESCO’s Las Vegas team led the project for YESCO. “When you see your work finally come to fruition in such a big way, it’s so rewarding,” says Nick Priest, director of special projects for YESCO. “I don’t believe that another firm could have overcome the engineering, logistical, and installation challenges that YESCO had to on this project or delivered the level of quality achieved. It’s a great example of our diverse capabilities coming together on one project.”
Both General Motors and the local community are pleased with the end result. “Our goal with the Renaissance Center project was to make our World Headquarters a beacon for the city of Detroit – a shining spotlight where we could not only showcase our brands, but also support community and charitable projects,” said Joel Ewanick, GM’s global chief marketing officer. “We are proud of the new look and feel of the Renaissance Center and the small contribution that it is making to the overall effort to rebuild the image of Detroit.”
Yesco has 17 offices across the country uncluding an office in Warren.
