Three advanced concept cars – the i-Road, FCV and Fun-Vii 2 – made their North American debut at the 2014 International Consumer Electronics Show (CES). The Toyota booth displayed these 3 concept cars by showcasing them in a brand new, venue-specific environment.
We designed the Toyota booth to showcase Toyota’s future vehicle technologies by dividing the space into three distinct technology / innovation zones. This attracted visitors attention and encourage fluid circulation with high dwell time in the space.
The Toyota-branded, overhead halo header identified and defined the space, giving it POP within the sea of exhibitors. The design team refused to settle for “average,” and its dynamic form went through multiple stages of refinement until it was the right form – one that anchored and helped define the space.
A large-format, panoramic LED media wall was used as a digital backdrop and featured content that highlighted the new FCV and Toyota’s legacy as a leader in alternative fuel vehicles.
The modern forms and dynamic curvature of the space is a physical and visual metaphor to Toyota’s commitment to future technology and industry leading innovation.
The i-ROAD is an ultra-compact electric vehicle with only three wheels. The ideal vehicle for short-distance city driving, its small footprint results in impressive maneuverability, reduced congestion, and the need for new parking, while producing fewer greenhouse gases.
The U.S debut of the FCV was at 2014 Consumer Electronics Show. Powered by fuel cells, which generate electricity from hydrogen, the FCV is a practical concept of the fuel cell vehicle Toyota plans to launch around 2015. The vehicle has a driving range of 300 miles with refueling times as low as three minutes, roughly the same time as for a gasoline vehicle.
Design Studio: George P Johnson
Creative Director: Chris Fredericksen
Associate Design Director: Stuart Fingerhut
Art Director: Lagi Apostolou