Ford’s 2017 auto-show did not center on its new automobiles. Instead, Ford presented its “City of Tomorrow”: a near future in which connected communications between vehicles and infrastructure will grow and expand. Future innovation lies not in the automobile itself, but rather in the systems they comprise.
With the help of Parc Office, Collins and Civic Entertainment Group, Ford turned its iconic badge into a window through which to glimpse Ford’s “City of Tomorrow”. The Ford badge is synonymous with 20th century innovation, and the choice to utilize the badge to present Ford’s vision was deliberate. The simple, compelling design assured the audience that Ford will remain at the forefront of innovation, and the scale, technology and event design was built to make the audience feel as though they were looking through a portal into the future.