In a historic moment for the city, the “For Detroit” event marked the reopening of Detroit’s iconic train station for the first time in 30 years. More than just a press event, it was a symbol of renewal—honoring the city’s past while laying the foundation for its future. Designed by Red Paper Heart, the experience welcomed the public into a building long seen as a barometer of Detroit’s vitality.
At the center of this project was Ford Motor Company, investing in Detroit’s future by breathing new life into one of its most storied landmarks. Supporting them were creative and technical partners including Red Paper Heart, DE-YAN, and Bluewater, each helping bring the vision to life in distinct and essential ways.
Ford’s aim was to do more than announce renovations—it was to ignite imagination. The event needed to strike a balance between technological innovation, emotional storytelling, and community engagement. The space itself, large and aged, presented both logistical and technical challenges, especially in making immersive, interactive experiences accessible to a wide and diverse audience.
The team at Bluewater was brought in to provide production support for this red-letter event. This included furnishing equipment, providing technical labor, and assisting with technical direction for the various displays.
Bluewater was brought in to deliver full-scale production and technology support for this high-profile event. Their contributions spanned technical direction, equipment provision, media server programming, and creative staging:
Projection Mapping on the Ceiling: Visitors were prompted to complete the phrase “What would make Detroit prosper is ____”. Their responses were transformed into stylized visual content projected onto the station’s vaulted ceiling—brought to life with Bluewater’s projection systems and custom programming.
The Cultural Scaffold Gallery: A custom-built scaffold gallery housed artifacts and imagery capturing Detroit’s culture, side-by-side with historical visuals of the train station through the decades—from its grand opening to moments of decline and now rebirth.
Press Event Production: Outside, Bluewater staged multiple LED video walls for Ford’s official announcement, ensuring crisp, vibrant visuals that held up even in the midday sun
Inclusive Viewing Experience: To ensure that every guest, regardless of physical ability, could engage with the ceiling projection, Bluewater fabricated a custom-built 8’ circular mirror. Angled at 30 degrees and trimmed in black to match the industrial aesthetic, the mirror made the projection fully visible to all.
Ensuring inclusivity
The “For Detroit” event didn’t just reopen a building—it reopened a conversation about the city’s future. It gave the community a voice, provided a look into the past, and invited participation in what’s to come. The blend of history, innovation, and inclusivity set a new benchmark for civic engagement through immersive storytelling.
Collaborators
- Red Paper Heart – Interior Concept & Design
- DE-YAN – Industrial Design
- Ohrenkunst – Sound Design
- Bluewater – Production & Technology Support
- Wild Free Studios – Photo & Video Documentation
- Britten – Print Production & Fabrication
- Civic (Agency) – Created for Ford
