You may have seen a concept sketch earlier this month. The stand design is the result of an internal design competition between design agencies in Japan, North America and Europe. We’re really proud to say that the future of Toyota’s motor show identity is a European design.
The design must reflect the core values of our brand: “Peace of Mind” and “Waku-Doki” (that sense of excitement which gets your heart beating). It should also be flexible enough to suit the requirements of local markets.
Under the leadership of Toyota Motor Sales & Marketing Corporation, the marketing side of our mother company in Japan, our three regions briefed their design agencies and prepared to pitch their individual stand design concepts. In Europe, we worked with Déri Design for the design of our concept, and b+s exhibitions for technical feasibility of the design itself.
Despite the two other competitor agencies arriving at the design review with different versions of their concepts, we were more than confident enough to bring just “The Wave”.