Chevrolet, Disney Inspire Design Innovation with Test Track – Two iconic brands collaborate to deliver interactive, personalized experience.
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.
