The Detroit Chapter of the American Institute of Architects has enlisted the help of 20 architectural firms to design displays that make a positive statement about Detroit , its architecture and its future. The displays will be set up in the windows of vacant buildings along Woodward in time for Super Bowl XL week. Hugh Cannon, professor of advertising at Wayne State \'s School of Business Administration , cautioned that the project could \"backfire\" if the media blasts the displays as \"window-dressing\" rather than substantive improvements, he said. But, not doing anything to improve the appearances of the buildings would be worse, he added. \"When you have this kind of media event, and they come in and find some kind of burned out district that\'s just deadly publicity, and really builds on the negative press Detroit gets in a lot of places,\" he said.