Cars At The Station Activation

As the client prepared to open a premier club location inside Michigan Central Station, the challenge wasn’t just the move — it was the introduction. The brand was entering a space with deep roots in Detroit, without any existing connection to the station or its surrounding community.

To be successful, the launch needed to feel welcoming and intentional, not transactional. The goal was to build trust with local families and create meaningful opportunities for partnership, while showing respect for the cultural weight of the space and a genuine commitment to the community long term.

Rather than setting up a single booth or table, the strategy was to fully activate an entire section of the Cars at the Station event. 

This shift allowed the organization to move beyond a passive presence and create a space where its mission could be experienced, not just explained.

While parents and guardians explored the car showcase, they could comfortably leave their children engaged in one of several activities, or join them in family-oriented experiences. By meeting families where they already were and designing with their needs in mind, the activation fostered trust, encouraged participation, and positioned the brand as a supportive community partner rather than just another exhibitor.