DETROIT -- The GM Company Store -- the first completed space in a major renovation and expansion of the automaker’s global headquarters -- opened for business Thursday.
The 2,000-square-foot store, located in the Renaissance Center’s Wintergarden atrium, offers GMC, Buick, Cadillac and Chevrolet merchandise, as well as Camaro- and Corvette-branded items. It sells clothing, backpacks, hats, die-cast vehicle replicas and some special-edition, customizable watches, along with other items.
Steve Stanford, GM’s trademark licensing manager of global sales and marketing support, said he expects the store to do well because of interest in GM-branded products. The Company Store also is the only place to physically shop for the merchandise.
“We have a lot of enthusiastic employees, customers and just people who are enthusiastic about the brand. This store will serve that purpose,” Stanford told journalists before the store’s grand opening.
Tim Mahoney, the chief marketing officer of Global Chevrolet, said the retail store was an important part of reimagining the building.
“There really wasn’t a place within the world headquarters where you could actually come and buy merchandise based on your favorite brands,” Mahoney said. “And so this is kind of a three-part phase [of renovations]. This is the first one that’s opening.”
Nicole Jankowski, the marketing manager of GM Experience, said the lower level’s “GM World” exhibit is next to be renovated. The dismantling of GM World is underway, and construction for the updated space will start at the end of 2016.
The new center will consist of current, concept and heritage models sitting on ramps and in a central rotating display and tables and charging stations for visitors. It should be done by the end of next summer, Jankowski said.
“In the Experience Center, we plan to talk about innovations and technology, the process of design,” Jankowski said. “And so we’re really excited to tell those brand stories.”
GM will then turn its focus to the exterior of the building. Jankowski said the automaker plans to open the front of the building on Jefferson Avenue and extend it out to the People Mover’s Renaissance Center station, wrapping a large LED screen around the station to “attract people from the street level.”
The renovations will amount to an expansion of about 110,000 square feet, Jankowski said. GM would not disclose the cost of the additions.
GM Company Store merchandise will also be available at www.gmcompanystore.com.
