The Wave

A new global stand design and all communication tools for TOYOTA MOTOR CORPORATION which will be used worldwide for 6 years starting 2013.

The concept

The Wave design was not created only as the symbol or metaphor, but the element itself - as an unforced full creative intent. Like a dynamic stroke on the canvas - The Wave design transfers the emotion of creativity, the idea of moving ahead and the dynamic force.

As being inspired by traditional japanese principle of Seijaku (静寂), the profound concept is to illustrate the idea of simplicity and the energized calm - the 'active calm'. The substantial aspect of the wave phenomena is to transfer the energy without transporting the matter. 

The Wave premier at the Salon D'Automobile, Geneva 2013

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The way the building is structured incorporates new type of semi-opened space. This area can be seen as sort of passage, or place with fluctuating energy- the space of Toyota ultimate surprise and imagination.

When the visitors find themselves in the space under The Wave, they have just entered the area of energy and excitement. A totally different atmosphere is possible to achieve in this area using lighting animation, synchronized with sound and even smell to ensure a fascinating 360° Toyota experience.

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Architecture and Creative direction: Alia Ramadan 

Déri design 

Photography copyrights: HGEsch