The Dune - Paris Motor Show 2012

Stand design and Communication

 

The task was to create an impactful staging for the world premiere of the new Toyota Auris Hybrid, communicate Toyota's comeback into the Le Mans 24h race with Hybrid racing technology and Integrate brand values and product information.

The result is minimalistic, pure, bold and emotional. The design represented the most simple shape with the strongest impact, memorable and linked to a poetic metaphor. 

"The Dune" is a curved stage with a 36 meter LED screen as a background to Toyota's world premiere car.

The wide and inviting feel was enhanced by a progressive animation specially designed for the stand, carrying the emotional message throughout the complete hall with an impressive long-range visibility

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In addition to the LED stage, there was a wide Hybrid-Racing area focussing on the Le Mans 24h race. While the Dune had a calm, harmonic design, this area created a complete contrast to it, with hard polygonal edges and a fierce red colour dominating

The wide and inviting feel was enhanced by a progressive animation specially designed for the stand, carrying the emotional message throughout the complete hall with an impressive long-range visibility.

Within the Dune there is a sitting areas with interactive displays, highly appreciated by visitors for working or relaxing on site.

A series of interactive "trefoil"-pods delivered detailed information on four synchronized screens.

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Architecture and Creative direction: Alia Ramadan 

Déri design 

Photography copyrights: HGEsch