The Assembly Experience and Driving Technologies Laboratory

In The Assembly Experience, visitors learn about automobile manufacturing by walking through a working automotive plant-faithfully simulated with state-of-the-art illusion, special effects, and high technology. In the Driving Technologies Laboratory, visitors are treated to a hands-on opportunity to test drive the GM cars of the future in a virtual reality proving ground.

The overall General Motors Test Track pavilion received a Thea Award for Outstanding Achievement. D ey created and produced the memorable ride. BRC produced an exciting pair of highly immersive, brand experiences that follow the ride.

• The Assembly Experience
  In a space less than 2,500 square feet, BRC created the illusion of being in a 1,000,000+ square foot automotive assembly plant. A celebration of the automotive assembly process, The Assembly Experience invites you to discover the technological wonders of a state-of-the-art GM production line. Spectacular imagery and special effects merge with real industrial robots to immerse you in the sights and sounds of a bustling assembly plant.
• Driving Technologies Laboratory
  Guests took a virtual test drive with the GM technology of tomorrow, as they slid behind the wheel at the Driving Technologies Laboratory (DTL). Featuring a collection of interactive driving simulators, DTL allowed guests to "test drive" new automotive technologies in a fantastic, real-time virtual environment.