CHR Launch for Toyota

The Challenge

To design and develop a spectacular nationwide tour promoting the launch of the Toyota CHR, with an emphasis on the distinctive style and attitude of the car.

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The Solution

We defined three themes from the launch assets available; contemporary music; illumination; and a contemporary polygon form. With this in mind, we designed a completely custom-made outdoor system using a moulded, angular-form exterior and glass façade. Inside, a bespoke video-mapping installation surrounded the car with interactive content controlled by the user. Users were completely immersed in the CHR experience and the reactions where incredible.

Client: MKTG & Projection Artworks

 

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