To design and develop a spectacular nationwide tour promoting the launch of the Toyota CHR, with an emphasis on the distinctive style and attitude of the car.
We defined three themes from the launch assets available; contemporary music; illumination; and a contemporary polygon form. With this in mind, we designed a completely custom-made outdoor system using a moulded, angular-form exterior and glass façade. Inside, a bespoke video-mapping installation surrounded the car with interactive content controlled by the user.
Users were completely immersed in the CHR experience and the reactions were incredible.
Client: MKTG & Projection Artworks