Toyota LAIAS Exhibit
Putting the “show” back into the auto show with a refreshed brand experience.
SkillsBranding
Environmental Graphics
Interactive Design
Wayfinding
Collaboration3D Designers
Creative Director
Connecting with consumers through unique storytelling.
Toyota displayed the launch of the new auto show exhibit at the 2019 Los Angeles International Auto Show. The new design was focused on connecting consumers to the brand through engaging and thoughtful applications and experiences. Different stories of the Toyota brand like TRD, Team USA, NASCAR, Start Your Impossible, and GR Racing were displayed uniquely while still working cohesively within the overall space. The main feature of the exhibit was a central stage with a rotating screen to display vehicle reveals and host game shows with product specialists and consumers.
A flexible and scalable solution.
With updated architecture and space planning, the graphic system needed to include core messaging, defining hierarchy, and intriguing storytelling to create emotional connections with consumers. The space was filled with consumer activations like a “talking” Camry, a Team USA photo booth, and a Supra tunnel. Informational design was present throughout the space as well, allowing consumers to learn about TRD Accessories and in-vehicle technology and safety features.
The kickoff of the Toyota exhibit in Los Angeles set the precedent for a flexible and scalable solution to function at other major auto shows including Chicago, New York, and Detroit, as well as sub major auto show exhibits such as Washington D.C., Miami, and San Francisco.
