Big Things are Coming

General Motors is transforming the existing GM Showroom, Jefferson Entrance, and RenCen Theatre to create a dynamic and immersive experience at the GMRENCEN Global Headquarters.

When completed, over 110,000 SF of the GMRENCEN will be transformed into a world-class destination where visitors can learn about General Motors and its brands through immersive, informative and entertaining storytelling.

Experience the Vision

At its essence, the renovation will transform the GMRENCEN by adding a dynamic experience center for tenants and visitors to enjoy for years to come. The three story addition will be anchored by a huge LED screen and transparent atrium facing Jefferson Avenue. From the moment visitors arrive they will be immersed in GM’s global story of mobility and how it has changed and will continue to change lives.

The new GM exhibit space will include:
  • Curated stories featuring permanent and rotating exhibits. Visitors can learn about iconic moments in history to GM brands, innovations, design process and culture icons to how GM is creating a better future.
  • Interior updates to the center core area which will include a social gathering space and a welcome center for the new GM Experience Center.
  • Interactive experiences for visitors to see, touch, hear and engage.
  • The renovated space will include a new GM retail store which has been requested by visitors and tenants alike.
The Renaissance Center first opened its doors in 1976 with just one tower functioning – Tower 100. In 1977, the three other towers – 200, 300, and 400 – were opened.
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BLOG: GMRENCEN Renovation will Transform the Building

General Motors announced their plans to renovate approximately 110,000 square feet of the GMRENCEN into an immersive automotive experience. This “modern makeover” will span sections of the podium level and current GM Showroom and extend part of the complex outwards toward Jefferson ...


PHASE I – Will Open Late Summer 2017

Center Core

In 2004, GM completed a $500 million upgrade to the GMRENCEN building. The upgrades began with a new circular pathway indoors that helps visitors and tenants navigate the maze of towers.