Black background with white contour lines forming abstract topographic map patterns.

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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.

Close-up of a digital screen displaying a desert landscape with sand dunes, surrounded by red and blue panels.

Car exhibition featuring Toyota vehicles, including a red sports car, a white compact car, a blue pickup truck, and other cars displayed in an indoor showroom with branding for Toyota Gazoo Racing and TRD.

Two men examining orange pickup trucks at an auto show, with a background image of a mountainous landscape.

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A man with glasses and a beard, wearing a plaid shirt with Toyota and GR logos, holding a microphone, standing in front of a blue sports car at an indoor auto show.

A man with glasses, a quilted watch, and a red and black plaid shirt is speaking into a microphone at an auto show. Behind him, there are two orange off-road vehicles displayed on the floor, with a large digital banner showing desert landscape and the words "TOYOTA RACING DEVELOPMENT (TRD)."

A bearded man in glasses and a plaid shirt is smiling while signing a book for a younger man in a black hoodie and cap at a table in front of a toyota vehicle.

TV personality Rutledge Wood hosted a walkaround, showcasing Toyota's exciting vehicle lineup @ SEMA and highlighting their innovative designs and industry partnerships.

A large, black off-road vehicle with giant tires is tilted forward with the front wheel off the ground and the back wheel in contact with the ground. A person in a gray shirt and cap stands nearby inside a spacious workshop with wooden ceiling, shelves, ladders, and various equipment.

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.

Pet grooming or veterinary care station with dog grooming equipment, tools, and supplies on a painted woodland-themed wall.

Display of Toyota Gazoo Racing performance car parts, including wheels and body panels, at an auto show.

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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.

A silver Toyota Tundra pickup truck on display at an auto show with a background banner reading 'Track or Trail for the thrill awaits' and several other vehicles. The display features camping gear including two chairs, a cooler, and a bright orange hammock set up in front of the truck.

Toyota display booth with red and white design, showcasing accessories, at an indoor event or auto show.

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A gray Toyota Trailhunter pickup truck displayed at an indoor automotive exhibition, with display panels and a backdrop of pine trees.

Display of Toyota accessories including shovels, a black carrying case, a black and orange duffle bag, and a framed image of a camping scene with mountains, stars, and a tent.

Display of automotive accessories including equipment, tools, and gear on a wall under a red and white sign that says 'Accessories' at a Toyota showroom.

Exhibit booth at an auto show with a red and white theme, displaying various automotive accessories and parts with a desert landscape graphic in the background.

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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.

TOYOTA @ SEMA

THE CHALLENGES

THE TAKEAWAY

Copyright©JAMIE MENDOZA