• Commercial,  Form

    Experiential luxury

    By: R.J. Weick Buick, the international modern luxury brand of Detroit-based General Motors Co., partnered with Van Dam Custom Boats, a designer and builder of fine wooden boats in Boyne City, Michigan to deliver an exclusive behind-the-scenes experience and lakeside excursion to Boyne City and Walloon Lake on July 17, 2018 through July 19, 2018.  The event, which embodied Buick’s Avenir sub-brand’s definition of experiential luxury, not only highlighted the artistry and advanced technology in the design process behind making the Buick Avenir vehicle line, but also featured the craftsmanship in molding functionality, performance, and beauty in each handcrafted vessel throughout Van Dam Custom Boats’ more than 40-year-legacy.  Set against…