Toyota
Toyota Europe
Redefining the Motor Show with the Kenshiki Forum
Toyota Europe wanted to move beyond the traditional motor show format and create something new: a dedicated environment to inform and educate an international media audience on their innovation and brand vision.
The result was the Kenshiki Forum – Kenshiki meaning “insight” in Japanese – a bold reimagining of the motor show experience. Taking over a warehouse space in Amsterdam, we transformed a raw black box into ‘The Street’, where keynotes, product reveals, and workshops came together in a seamless journey.
Without the distractions of competing brands, Toyota commanded the full spotlight, delivering a comfortable, focused, and immersive experience for guests.
Challenge
To help Toyota Europe break away from the conventional motor show mould, deliver a cohesive environment dedicated solely to Toyota and its sub-brands and create a seamless end-to-end guest journey that informed, educated, and immersed international media
Solution
We designed and delivered the Kenshiki Forum concept:
- The Street: A central plenary space where keynotes and product reveals unfolded in a bold, minimalist environment.
- Transformative Design: Following the keynote, the space transformed to reveal a series of workshops, creating an interactive and evolving guest journey.
- Brand Focus: With no competing stands or distractions, Toyota maintained complete control of the narrative, allowing each of its four brands to shine.
The forum showcased four distinct environments, each dedicated to a core part of Toyota’s brand family: Toyota, Lexus, Toyota Gazoo Racing, KINTO.
Results
The Kenshiki Forum redefined the way Toyota Europe connected with its media audience. The new format elevated brand storytelling above traditional auto shows, immersing guest in an experience designed for comfort, focus, and engagement while showcasing Toyota’s innovation across four brands under one roof.
