The Innovative Design team paid a visit to the 2025 Chicago Auto Show and found it’s more than just a showcase of cutting-edge vehicles—it’s an exploration of the deeper connections that modern cars make with both adventure and social impact. In a world where consumers are increasingly seeking vehicles that not only align with their personal sense of adventure but also contribute positively to society, the show provides a fascinating glimpse into the future of automotive innovation through immersive experiences that inspire exploration. From rugged off-roaders to electric vehicles that push the boundaries of performance, car companies are embracing a dual mission: fueling excitement while giving back to communities and the planet. Our team returned energized, reflecting on how we can create impactful, immersive experiences that connect emotionally with consumers at retail.
Immersive Experiences That Inspire Exploration
Ford’s booth at the 2025 Chicago Auto Show featured a Digital Poster Studio that allowed attendees to tap into their creativity by designing custom car-themed posters. Visitors could choose from a variety of Ford vehicles, personalizing them with colors, backgrounds, and graphics to create their ideal design. Whether it was a Mustang speeding through the streets or a Bronco tackling rugged terrain, the experience offered endless customization options to reflect each visitor’s unique sense of adventure and style.
In more interactive fashion, Volkswagen featured an innovative experience where visitors could slide a digital screen in front of their ID. Buzz model and tap to learn more about its features. The interactive display allowed attendees to choose from various scenes and adventures, placing the car in different environments—from a beach scene to a wilderness landscape. This immersive setup gave guests the opportunity to explore how Volkswagen vehicles would perform in their dream adventures, all while learning about the car’s capabilities in a fun and engaging way.
A New Era of Adventure-Ready Vehicles
Jeep’s test track at the 2025 Chicago Auto Show was a true thrill ride, designed to showcase the brand's legendary off-road capabilities in the most heart-pounding way possible. One of the standout features of the track was the series of steep angles that allowed visitors to experience Jeep’s ability to conquer challenging terrains. The sharp inclines and declines gave attendees a firsthand look at the impressive power, stability, and control Jeep vehicles have when navigating even the most rugged landscapes.
Cars That Give Back: Social Impact in the Spotlight
While adventure is at the heart of this year’s show, it’s clear that automakers are equally focused on making a positive impact in the world. As sustainability and social responsibility continue to shape consumer expectations, many of the vehicles at the 2025 Chicago Auto Show are designed to contribute to a better, more equitable world.
Subaru’s booth perfectly blended the spirit of adventure with a commitment to social impact, creating an unforgettable experience for visitors. The display, inspired by our national parks, used lighting, live plants, and custom carpets to immerse attendees in a natural, outdoor escape. But beyond the adventurous vibe, Subaru also highlighted their dedication to giving back, with a heartwarming presence of puppies available for adoption from a local shelter. This perfect mix of adventure and social good reminded us that the journey is just as important as the impact we have along the way.
The Future of Cars: Adventure with Purpose
This year’s show serves as a call to embrace a future where exploration and social impact go hand in hand. It signals a shift in how automotive brands approach both innovation and responsibility, blending cutting-edge performance with purposeful design. For the industry, it marks the beginning of an exciting era, where design isn’t just about aesthetics—it’s about creating vehicles that inspire adventure while making a positive difference. For Innovative, attending the show offered a unique opportunity to see how brands are telling their stories through immersive and interactive experiences, helping to create a deeper connection with consumers beyond just the product itself.
Our team came back inspired, not just by the technology and storytelling at the show, but by the challenge of bringing that same level of engagement and emotional resonance into the retail spaces we design.
Comments