Cadillac and Architectural Digest invited VDTA to partner with them on their national tour, “Driven By Design”. The tour began in Chicago, followed by stops in New York, Dallas, Miami and Los Angeles. At each tour stop, invited guests met at an architectural significant location for a keynote lecture. Following the lecture, event guests were escorted around town in the next-generation 2015 Escalade to visit local architectural icons.
In Chicago, the two-day event was hosted at the Godfrey Hotel, designed by VDTA, with Joe Valerio featured as one of the keynote lecturers. The lecture, titled “DESIGN=PLEASURE”, focused on how design is driving every aspect of modern life. The event finished with private tours by VDTA staff of the firm’s Doblin Residence, Studio Gang’s WMS Boathouse, and the Ambassador Residence by Wheeler Kearns Architects.
“Good design equals pleasure, no matter if it is modern, rustic, or just plain funky. This is the new paradigm. It is driving architecture, graphic design, fashion, art, and of course, the design of automobiles.”
- Joe Valerio