Toyota

When it comes to the automobile industry, few events hold such high expectations as the RIyadh Motor Show in Saudi Arabia. Having previously partnered with Toyota for smaller shows in the region, IGE knew the importance of creating a space that reflected the companies values and standards of quality.

We needed to create a space that differentiated Toyota from other auto makers, reinforcing their values and their position in the automotive industry. We wanted to let Toyota’s high quality cars be the main attraction, while creating a sleek, luxurious yet functional environment around them.

With a modern architectural approach, the use of strategic lighting and various surface materials allowed the cars take center stage. Behind the clean edged structure, under 4 massive rippling hanging signs, a private lounge embraced the brand colors, making the whole exhibit truly feel like a luxury.

As the largest automotive manufacturer, Toyota’s display at the Riyadh International Convention Center was a magnet on the show floor. Wether it was sitting inside one of the luxury cars or on the private lounge, all who came to Toyota’s booth were compelled to stay.