Ford Racing Revs Up Michigan Central

Walking into Michigan Central Station during Race Days felt like stepping into a living archive of Ford history—reimagined for the future. From historic architecture to high-performance vehicles and interactive activations, the Station transformed into a racing headquarters where innovation, design, and Detroit culture converged.

From January 18–30, 2026 our team served as the full technology and experience support system, ensuring the space remained dynamic, engaging, and operational after the initial season launch.

Transforming the Concourse into a Living Storyboard

Following the season launch event, we took over full AV support across the Station, reformatting and deploying content across three LED walls in the South Concourse. Our team built a weekly timeline playlist featuring reveal videos, promotional content, and race partnership storytelling—turning the walls into a continuously evolving narrative hub.

We also worked on additional interactive wall activations to fully engage and promote Ford Performance, ensuring the racing story extended beyond static displays.

Interactive Activations

To spark hands-on engagement the moment guests walked in, we featured an interactive LED coloring wall that brought Race Days’ creative energy to life in real time. Using gesture-based interaction, visitors could “color” the larger-than-life artwork directly on the LED display—turning a simple activity into a high-impact, tech-forward moment that was approachable for kids, fun for families, and a natural crowd-builder throughout the experience. We supported the activation end-to-end to keep it responsive, reliable, and visually striking across daily operations.

Building on that same spirit of personalization, a key highlight was the “Create Your Livery” digital activation, where guests could design custom race liveries. We supported the full technical backline and laser system throughout the two-week activation, ensuring consistent performance and high-impact interactivity.

Live Entertainment 

Race Days carried into the evenings with Fridays at the Station, a live music series that transformed Michigan Central into a performance-driven destination—where genres, generations, and musical styles collided, from up-and-coming artists sharing the stage with seasoned musicians to jazz trios blending into DJ sets. The LED walls Bluewater provided became the visual backbone of the experience, serving as a dynamic backdrop that amplified each set and kept the space immersive, while our team also supported the A/V needs for these evening events to help ensure every performance delivered with clarity, energy, and impact.

A Platform for Ford Racing, Innovation, and Community

Race Days showcased premier Ford Racing vehicles, simulators, archival artifacts, and exclusive collections, creating an immersive exploration of motorsports past, present, and future. For two weeks, the Station became a crossroads where Detroit’s motorsport legacy met next-generation engineers, designers, and fans.

Being part of this transformation—especially inside such an iconic Detroit landmark—was both technically exciting and culturally meaningful. Race Days demonstrated how immersive technology, content, and community programming can turn a historic space into a living, future-facing experience.

Looking Ahead

Race Days at the Station set a new benchmark for how brand storytelling, technology, and community activation can coexist in a landmark environment. We’re excited to continue evolving interactive content, live programming infrastructure, and digital experiences that keep Michigan Central at the forefront of innovation. Contact us today to get started.

BACK TO ALL PROJECTS

Get the latest news and posts in your inbox!

Have a project? 

We should chat!