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Elevating Toyotas Performance Brand



Brand Concept / Brand Experience / Graphic Design / Showroom / Brand Implementation

// Project

For the launch of Toyota's performance brand Gazoo Racing, Toyota Sweden sought assistance in creating a unique, racing-inspired, and emotionally engaging space for the Gazoo Racing models. Highway was given the task of creating a concept that could easily be adapted to different types of showrooms. Conveying the excitement surrounding the brand and highlighting stories of victories around the world. The launch of the exhibiton concept was to take place at three dealerships of varying sizes. The mission was therefore to develop three different versions of the concept for a contemporary launch in conjunction with the premiere of the Supra and GR Yaris models.

// What we did

Inspiration was drawn from the Gazoo Racing team's patterns on the race cars, in the forward-leaning logo, as well as from accessories and merchandise sold under the Gazoo Racing brand. The result was a space that delivered an immediate wow-effect for both visitors and employees. Making the Gazoo Racing cars truly stand out in the showroom. With a large screen as a backdrop, on which videos were activated through motion detectors, a racing-inspired environment was created. Allowing the cars and accessories to truly shine and stand out in the room. It became an area where one can gather, feel, see and listen to the racing experience. Utilizing digital technology for visitor counting, Toyota Sweden could track how many visitors/viewers the spaces attracted, a highly appreciated feature.

// Result

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