Chevrolet, Disney Inspire Design Innovation with Test Track
Two iconic brands collaborate to deliver interactive, personalized
DETROIT – Chevrolet designers and Walt Disney Imagineers have joined
forces to give Walt Disney World Resort guests a deep look inside a
professional design studio creating a first-of-its-kind multi-sensory
virtual experience in automotive design.
Chevrolet and Disney tapped their best design talent with expertise
ranging from industrial and automotive design to architecture and
animation. The design collaboration began 18 months ago with a few
guiding principles – create an experience that is personal,
future-focused and optimistic.
The two teams met regularly throughout the development process in both
GM's Design studios in Warren, Mich., and at Test Track in Epcot in
Lake Buena Vista, Fla. The collaboration allowed for the greatest
level of innovation yet ensured the values of both brands were
accurately represented in the new attraction, while allowing both
teams to learn from each other's expertise.
"At Chevrolet, the diversity of talent on our team allows us to
consistently produce sophisticated, refined and detailed design – but
we don't typically design through the eyes of a 12-year-old,"
said Jeff Mylenek, GM Design manager, Global Exhibit and Merchandising
Design. "Working with Walt Disney Imagineering, we were inspired
to see our brand story from a more youthful perspective and really
opened the parameters on how to approach this design challenge."
The result is a unique experience that gives an authentic,
inside-the-studio look at the actual automotive design process, while
empowering guests themselves to create their own designs, possibly
inspiring the next generation of automotive designers.
"The re-imagined Test Track portrays an optimistic view of the
future, and reflects the deep collaboration between Disney and
Chevrolet on both the design and the overall experience," said
Eric Jacobson, senior vice president, Walt Disney Imagineering.
"It's a thrilling attraction supported by rich exhibit displays
and interactive elements that bring guests directly into the design
process – with a few surprises thrown in."
The teams used multiple mediums throughout the re-imagined attraction
for storytelling, including:
Visual cues inspired by Chevrolet's expressive vehicle design language
throughout the architectural elements in the space as well as in the
interactive displays; speed forms and concept vehicle displays, like
EN-V and Miray, provide a glimpse into the future of Chevrolet
Advanced computer technology – similar to that used by Chevrolet
designers every day – powers the guest design experience, while radio
frequency technology allows them to take their unique vehicle design
with them through the entire ride.
A thrill-ride that provides the test experience where each guest's
vehicle design is evaluated.
Social media sharing extends the experience beyond the day at the
Test Track Presented by Chevrolet offers Disney guests a three-part
First, guests will have the opportunity to design their own vehicle –
car, truck or crossover – with some helpful hints from the Chevrolet
designers built into the process. "Designing a successful vehicle
requires some careful thought about how to balance capability,
efficiency, responsiveness and power – some of the key elements that
Chevrolet designers must consider with every new vehicle they
imagine," said Mylenek.
Next, they will have the chance to test drive their vehicle design,
through the ride, on track surfaces that simulate the actual vehicle
validation process that Chevrolet engineers use to ensure every new
vehicle meets the highest performance standards. Each guest's vehicle
design will be evaluated and scored based on how well their design
balanced the core attributes.
Finally, guests have the opportunity to race their vehicle over
changing terrain and extreme conditions on a digital driving table,
produce and share a TV commercial starring their custom vehicle and
pose for action shots in front of their design.
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