The MC Cube

Red Paper Heart was invited to create an immersive and captivating experience as the opening exhibit for the newly renovated Detroit Station. The exhibit serves as a tone setter, designed to welcome visitors back into the space after its transformation.

At the heart of the installation is a massive 15-foot LED cube, dubbed the "MC Cube," which acts as both a visual spectacle and an educational piece. The MC Cube tells the rich and dynamic story of the station’s history and its deep connection with the city of Detroit. Using high-resolution visuals, motion graphics, and immersive storytelling, the cube transforms historical events, architectural milestones, and the station’s cultural significance into an engaging narrative.

We crafted a single story told through four distinct visual perspectives on four sides of the cube, allowing the audience to explore at their own pace. As people move through the space, the story evolves, offering a unique experience depending on their vantage point. This dynamic approach perfectly captures the multifaceted narrative of Detroit’s people, the iconic Michigan Central Station, the legacy of the automotive industry, and the vibrant culture that ties it all together.

Telling the story of Detroit’s iconic station on a massive 15-foot LED cube required more than just creativity—it demanded cutting-edge tools and a collaborative approach. With so many moving parts, from motion design to soundscapes, it was essential that everyone involved could visualize and experience the project in real-time.

To achieve this, we built an accessible, web-based VR platform that allowed all team members, regardless of whether they had a headset, to preview the designs, animatics, and narration from the perspective of the audience. This wasn’t just a previsualization tool for AV; it became a shared canvas where all collaborators—designers, animators, sound engineers, and stakeholders—could interact with the work as it evolved.

The VR platform enabled us to ensure every detail was refined for the large-scale LED cube, providing a realistic sense of scale, depth, and the immersive effect the audience would experience. Whether it was syncing the narration with the visuals or adjusting animations for the cube’s unique format, this tool allowed seamless collaboration across all phases of the project, ensuring the final exhibit would be both visually stunning and emotionally resonant.

The end result was a powerful introduction to the entire exhibit, priming visitors for the awe-inspiring moment when they step through the doors and witness the breathtaking renovation in person. The MC Cube sets the tone, building anticipation and creating an emotional connection that leaves visitors ready to experience the station's transformation firsthand.

• Zander Brimijoin - Creative Director
• Daniel Scheibel - Technology Director
• Lisa Walters - Executive Producer
• Jiwon Ham - Senior Designer
• Greg Schomburg - Lead Developer
• Mingxi Xu - Developer
• Mario de Toledo Sader - Art Director
• Casey Macker - Animator
• Martin Nothhelfer - Timeline Art Director
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• Michael Fakesch - Sound Design
• Ideeyah - Voice Over
• EEI Global - Fabrication
• OCO AV

Installed at Michigan Central OPEN house 2024, Detroit, MI