The Automobile Gallery

William “Red” Lewis

The building was never meant to be the focal point. When you’re housing a 1959 Buick Electra 225 or a 1981 DeLorean DMC-12 you want simply to showcase the beauty of the vehicles, complementing the exquisite precision of their design, rather than call attention to your own. The Automobile Gallery does just that, seamlessly spotlighting the historic integrity of this former Cadillac dealership while modernizing its utility.

The overarching theme throughout the building is secretly functional but with versatility fitting a facility with uses ranging from elegant receptions to informal parties. Candy apple red cars stand out against the white walls and are reflected in the polished concrete floor. Chrome rims shine down from stark white lifts in a room of precisely crafted acoustics. And there is significance behind each touch of color. Red hues woven throughout pay tribute to founder William “Red” Lewis. Brilliant red glass walls provide reference points guiding you through the gallery, where automobile artwork and a custom engine coffee table complete the look.

The upper-level executive conference room is fully loaded with a state-of-the-art meeting space sitting atop the grand gallery. The former parts mezzanine has a series of sliding glass doors overlooking the showroom. Extensive thought and planning behind even the most minute detail create a harmonious flow, maintaining the building’s original form and function but using it all in a new way, for an aesthetic that takes its cues from the machines it houses.

Here, the cars are the artwork. The building is the essential canvas on which to see that art.

green bay,



project type


square feet


minimalist design

Facility Highlights

  • Adaptive reuse of an existing building
  • Modern and minimalist gallery atmosphere
  • Gallery hall for the exhibit of museum-quality automobiles
  • State-of-the-art corporate / conference space overlooking the gallery hall
  • Contemporary event space to accommodate up to 350 people with catering facilities and outdoor terrace