CASE STUDY
FORD EXPERIENCE CENTER
DEARBORN, MICHIGAN
AT A GLANCE
Global art advisory services and product
24 fine art originals
4 fine art commissions
70 total pieces of artwork
Conference rooms, public areas, and exhibition area
Project DETAILS
Location: Dearborn, Michigan
Client: Ford Motor Company
Interior Designer: Ghafari Associates
Services:
Brand discovery and planning
Research and strategy
Art narrative development
Art direction + collection building
Artist facilitation and contract management
Production and procurement management
Project management
Exhibition design
Beverly Fishman
Untitled (Panic Disorder, Osteoporosis) White, 2021
Hand-pulled serigraph prints on paper
Fine art original – acquisition
Cafe salon hang featuring Farmboy licensed artwork
Tiff Massey
Quilt Code V: Cold In The D, 2022
Colored acrylic on wood panels
Fine art original – commission
Developing and Expanding Ford’s Global Art Strategy
We began our work with Ford by first developing the strategy for the global art program’s vision, framework, and approach. Through extensive interdisciplinary stakeholder discovery sessions, conducting deep dives into the brand values, and aligning on company vision and goals, we created a strategic framework that is used to anchor the creative development of collections and programming across Ford’s commercial, workplace, and retail environments – all while providing space to encourage innovations that propel the brand forward into the future.
THE ART NARRATIVE
Mobility
Sustainability
Human
Environmental Graphic Design
As part of Ford’s global art strategy, our team also developed a robust environmental graphic design strategy that could be impactfully incorporated across a variety of spaces depending on each environment’s use case, whether for a boardroom, a call booth, a focus area, or a production space. This purposeful programming is a creative take on brand expression and branded environments, crafting an elevated employee and guest experience as a result.
Beyond The Walls and Frames
Our direction from the global EGD strategy not only influenced wallcovering and environmental graphics but also extended into custom FF&E, including carpet and lighting design.
IN THE PRESS
Interior Design Magazine
“Though [Global Design and Brand Director] Jen Kolstad describes the FXC as an “immersive brand experience,” you won’t find a Ford sign at reception. Instead, there’s a mirrored acrylic work by Detroit artist Tiff Massey, one of several in her team’s DEI-focused art program for the project. Inspired by traditional American quilts, it’s composed of seven designs—representing each of Ford’s company truths—laser-cut onto 90 tiles. An asymmetrical solid-walnut desk in front of it, designed by Ghafari, looks like a sculpture that alludes to movement. Elsewhere, three abstract artworks by Los Angeles artist Robert Moreland refer to the 24 Hours of Le Mans, the French car race that Ford won in the late 1960’s. With the FXC, it’s leading again as a cool, tech-savvy company.”
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