At Display Group, creativity doesn’t stop at the drawing board—it gets built. From larger-than-life sculptures to intricate branded environments, Display Group’s custom fabrication team brigs big ideas into the real world with a mix of artistry, ingenuity, and pure grit.
Where it All Started
Creative Director Dave Danielson helped lay the foundation for what’s now one of Display Group’s busiest departments. “Back in 2015, I was working with The Parade Company when Display Group hired us to build some bobbleheads for Fox Sports Detroit,” he recalls. “After that, I came to (Display Group Founder and CEO) Rick [Portwood] and said, ‘Why contract this stuff out when you could do it in-house?’ That’s how the whole thing started.”
It began with just three people. Today, the custom fabrication team has grown to around 25 employees—builders, sculptors, welders, designers, scenic artists, and craftspeople from theater, architecture, and industrial design backgrounds.
What They Build
The team specializes in one-of-a-kind, high-impact creations that you won’t find at a typical millwork or metal shop. “We like to say we do the stuff nobody else wants to touch,” Danielson says. “You go to a woodshop for cabinets, a metal shop for steelwork. You come to us when you want something sculptural, immersive, or weird—in the best way.”
That might mean giant claw rides with moving parts, interactive brand installations, sculpted busts for an arena, or mirrored footballs for a Super Bowl party. The team is ready for anything.
Recent Standouts (with a Detroit Spin)
While the fabrication department has worked on projects across the country, some of Dave’s favorite builds are right here in Detroit:
- The Detroit Lions “LionTron 2000” contraption for a Tim Robinson-led campaign. “It was a blast. I’m a big fan of Tim, and hearing from people in the industry afterward that we’ve become the place for this kind of custom work—that was huge.”
- The Woodward Countdown Clock ahead of the NFL Draft. “It became a downtown icon. People engaged with it the way we hoped they would. That kind of public reception is really rewarding.”
- Hockey coach busts at the M1 Ice Arena, which involved detailed sculpting by hand. “That was a personal favorite—it combined everything I love about this work.”
All Under One Roof
One thing that sets Display Group apart is its ability to bring multiple disciplines together. A perfect example? The Uber One Super Bowl Party. “We built scenic pieces like those giant mirrored footballs, but we also handled AV, lighting, and event production. It took everyone across the company working in sync,” Danielson says.
Where It’s Going
Display Group continues to push boundaries with new technology like 3D printing and interactive elements that combine sculpture, projection, lighting, and sound. “We’re doing this cool local project with interactive streetscapes—lighting, sound, sculptural elements. It’s going to be really visual and really unique,” says Danielson.
As for what’s next? That’s up to the clients. “Our job is to rise to the occasion. Once people see what we’re capable of, their design brains start expanding—and we figure out how to make it all work.”
Whether it’s a sculptural centerpiece or an all-out brand experience, Display Group’s custom fabrication team turns imagination into physical reality—one project at a time. To learn more about Display Group’s Custom Fabrication capabilities and all that they offer, check out our 2024 in Review video.
|
|
|
|
|
|
