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Brief:
– Design of the new stand for Toyota.
– Focus on the two core messages of the brand: “Hybrid Leadership” and “Passion is back”.
– Create an impactful staging for the world premiere of the new Toyota Auris Hybrid.
– Communicate Toyota’s comeback into the Le Mans 24h race with Hybrid racing technology.
– Integrate brand values and product information.
Audience: The Motor Show in Paris 2012 had over 1.2 million visitors.
Exposition area: 2000m2.
Solution:
“The Dune”
The approach was inspired on the japanese principle of “Vibrant Clarity”.
Minimalistic, pure, bold and emotional.
The architects strived for the most simple shape with the strongest impact, memorable and linked to a poetic metaphor.
“The Dune” was a semi-circular stage with a 36 meter LED showing abstract animations.
The wide and inviting feel was enhanced by a progressive animation specially designed for the stand, carrying the emotional message throughout the complete hall with an impressive long-range visibility
Within the Dune, there were sitting areas with interactive displays, highly appreciated by visitors for working or relaxing on site.
A series of interactive “trefoil”-pods delivered detailed information on four synchronized screens.
In addition to the LED stage, there was a wide Hybrid-Racing area focussing on the Le Mans 24h race.
While the Wave had a calm, harmonic design, this area created a complete contrast to it, with hard polygonal edges and a fierce red colour dominating.
Visitors enjoyed a lively experience of Le Mans through a combination of powerful design elements, playful interactions and a dramatic documentary of the 2012 race.
Concept, design and communication (animations, films, interactive) by Déri Design.
Realization, construction, engineering and logistics by b+s Exhibitions.
Project Details:
Location: Paris, France
Type: International Motor Show
Architects: Deri Design – www.deri-design.com
Photos: H.G. Esch
