For The Durant Guild, GM’s membership-based lifestyle platform, the challenge wasn’t just showcasing vehicles. It was creating a sense of the lifestyle that surrounds them.

Instead of placing the car at the centre, the experience begins with the environments, emotions, and culture that define it. Visitors first step into the lifestyle, understanding what owning the car feels like before ever encountering it.

The experience was structured as a progression across layers:

Environment, where visitors step into different worlds around the car

Interaction, where they actively engage with moments of that lifestyle

Social, where the experience becomes something to share and belong to

The journey unfolds through progression.

Visitors begin by entering curated environments that frame the world around the car. As they move through the space, they engage with different expressions of the lifestyle, from exploration to performance.

Over time, the experience shifts from observing a brand to imagining themselves within it.

The experience is carried through a sequence of environments that build a sense of lifestyle around the car.

Immersion — A dome environment allows visitors to choose and step into different worlds, transporting them into the contexts where the car exists.

Performance — A racing experience places visitors into moments of speed and control, allowing them to actively engage with the performance aspect of the brand.

Social — A photo experience introduces a shareable layer, extending the experience beyond the space and into personal expression.

Each layer moves from environment to interaction to identity, gradually building a sense of what it means to be part of the Guild.

I worked across the narrative and interaction flow, shaping how the brand’s lifestyle is translated into a sequence of environments, and how each interaction builds toward a sense of personal connection and desire.

The experience shifts from seeing the car as a product to understanding the lifestyle it represents.

What begins as exploration leads to a sense of aspiration and belonging.