Every year, Toyota dealership owners gather for a celebration of their achievements, and Toyota wants this meeting to be special. A 100,000+ sq ft raw space was transformed over the span of the two night affair. The event was created with the concept of surprise, based on the theme of “Ever Better.” The atmosphere changed every 30 minutes to heighten the experience of the event attendees.
Agency: George P Johnson + Spinifex
NIGHT 1 'Captivate'
Center stage with projection cube
Dimensional entry letters on both nights
Dramatic entry light feature
Demonstration by Nobu and custom ice sculpture
Center projection cube content changes color and intensity throughout the night
Contortionists and 2Cellos at center stage
Ricky Martin performance
Night 1 'Captivate' plan
NIGHT 2  'Studio T'
Center area transforms into bar with DJ with new media projections for second night
Entry light feature transforms with color and movement
DJ at center bar
Entire Toyota lineup in three distinctly themed zones on display
Celebrity dining experience in each of three different auto display zones
Entertainment included an upside down room photobooth and aerielist champagne service
Drapes lift to reveal frozen dessert bars
Chicago performance
Night 2 'Studio T' plan
Back to Top