TOYOTA
HOLIDAY TOYOTATHON
THE LEXUS EXPERIENCE
ONCE UPON A TIME…
An interactive and visceral brand experience space to attract the next generation of Lexus owners. By focusing on the brand’s tents of brave design, imaginative technology and exhilarating performance, Czarnowski Collective seamlessly invited consumers into the brand in a low-stress, high-impact manner.
ENGAGEMENT OF ALL YOUR SENSES.
Focused on concentrated story telling-one story at a time-creating a true destination that is an extension of the brand. True extensions of the advertising campaigns realized in dynamic environments with focused activations, brand story narratives, and influencer involvement that drive brand recognition; that ultimately drive sales.
A natural evolution of what auto shows do- with strategic story telling approach one story at a time with extensions that support the narrative.
THE CHALLENGE
We programmed the space with three things in mind: seek, discover and explore. Inspired by intrigue and exploration this design represents a journey of engagement and discovery. The use of vertical and horizonal color planes guide the visitor to destination points. The space utilizes contrasting walls that drop the eye to the main narratives. Dynamic movement is generated by the light fixtures that play with the cool and warm color palette.
TARGET AUDIENCE
The Lexus brand’s new target market- “Creative Visionaries”
Luxury intenders listing an upscale shopping area.
VISION AND STRATEGIC OBJECTIVES
Blended retail exhibition/hosting space that aligns with the Lexus ethos to strengthen the association between Lexus and its patronage.
Support model launches in a low-pressure environment while grasping a higher-level Lexus brand message
Increase awareness of the Lexus crafted ethos as a unique brand differentiator through storytelling
Draw awareness to key brand pillars in a consumer space to elevate the Lexus foundational elements of human focus, thoughtfulness/Omtenashi and Takumi skill
INSPIRATION
TOYOTATHON
The manifestation of the Toyotahan feeling into a brand experience, focusing on creating the excitement of the holiday.
IDEATION
VEHICLE STORIES
Aligning to the Vehicle’s Personality
Vehicle stories and highlights that support the personality of the vehicle to create a memorable experience, with easy to understand call outs and fun attributes will align with the marketing campaigns.
Each vignette focuses on highlighting the fun adventure that Jan and Mariela will embark on as they travel to the North Pole.
Nutcracker Forest
Yeti Snow-Covered Mountains
Candy Cane Lane
Northpole
KINETIC BRAND IDENTITY
Color, Conceptual Development on Naming Convention, Shape and Form, Patterning
MIAMI
NEW YORK
CHICAGO
SANTA MONICA
DEPLOYMENT 2.0
Designed with the turn over in mind- Winter Wonderland becomes Toyota’s Let’s Go Places focused with branded and lifestyle focused elements, highlighting each vehicles’s personality. The space also focused on the 2020 Olympic and Paralympic Team Toyota Team.
Highlighting a breath of Toyota’s offerings and regional incentives, the space took the consumer on a adventure that also features local destinations for exploration in your Toyota.
CREATIVE DIRECTION, and LEAD DESIGNER: Cassie Clark
GRAPHIC DESIGN LEAD: Annie Hickling, Brendan Dooley, Cassie Clark
3D DESIGNERS: Melanie Milan, CJ Weld, Jon DeGorsky