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TOYOTA @ SEMA
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THE STRATEGY
We aimed to create an environment that not only showcased Toyota's diverse lineup but also facilitated strategic partnerships through the Associated Accessory Products (AAP) program. We organized the space to accommodate vehicles based on their brand stories; Gazoo Racing (GR), Toyota Racing Development (TRD), and Overlanding as well as narrating stories of personal customization .
The primary goal of our design was to create a meaningful experience that not only underscores the narratives of GR, TRD, and Overlanding but also promotes Toyota’s current and prospective AAP partners.
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TV personality Rutledge Wood hosted a walkaround, showcasing Toyota's exciting vehicle lineup @ SEMA and highlighting their innovative designs and industry partnerships.
THE CHALLENGES
Revolved around complex obstacles with the AAP Pitching area's design and construction. This multifunctional space needed to effectively display AAP parts to the public while incorporating private meeting rooms for Toyota executives and partners. Achieving both visibility and accessibility in a professional setting required meticulous planning and execution. The integration of the IsoDynamic seat simulator added a technical layer of complexity, needing detailed technical setup to ensure functionality and engagement. Overall, it all came together through the hard work of design, fabrication and setup.
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To effectively promote the Associated Accessory Products (AAP) program at SEMA, most Toyota vehicles were equipped with AAP and Genuine Parts, enhancing their customization appeal. Additionally, we established a dedicated space for meetings with both existing and potential vendors, facilitating direct engagement and fostering discussions about collaborations on the AAP platform. This setup leveraged SEMA's focus on highly customizable vehicles, aligning with the event's innovative spirit.
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THE TAKEAWAY
The space garnered a lot of attention with its lenticular entrance and parts displays, but two vehicles particularly stole the show. The Tacoma X-Runner Concept transformed from rugged machine into a stylish street vehicle, exemplifying Toyota's inherent versatility. The FJ Bruiser drew attendees with its robust off-road capabilities, showcasing Toyota’s engineering prowess. Additionally, the IsoDynamic Seat Simulator highlighted the innovative technology in the new 2024 Tacoma. The Retro Cruiser and the Blue Beetle Tacoma also drew interest for their unique design stories, merging classic automotive elegance with modern technology and pop culture, emphasizing Toyota's commitment to innovation and broad audience appeal.
