TOYOTA

TME - Kenshiki Forum

With automotive brands looking for ways to better engage with media audiences, lga created an event which immersed media guests in Toyota’s vision and strategy for the future.

With not one brand to showcase, but 4 (Toyota, Lexus, TOYOTA GAZOO Racing and KINTO) lga’s challenge was to create a cohesive environment and a seamless guest experience. Thus the ‘Kenshiki Forum’ concept was created, Kenshiki being Japanese for ‘Insight, to create understanding’ for an international media audience.

Dramatically transforming a ‘Black Box’ warehouse style space in Amsterdam, we conceptualised the idea of ‘The Street’, where the main plenary and product reveals could take place. At the end of the keynote session ‘The Street’ transformed to reveal 4 environments, each dedicated to the respective brand.

A series of workshops took place in these on a rotation basis, allowing media guests 1:1 interaction with key Senior Toyota Management and specialists. With no distraction from competing brands, as you would traditionally find in a motor show environment, Toyota were able to inform, educate and immerse their guests in a comfortable, hospitable environment.