John's Apartment — a brand moment you could walk into.
An apartment as a showroom: Toyota models in the context of life, not on a stage. One of our founding cases.
The situation.
In 2008 Toyota wanted to move away from the classic exhibition format. The goal: a space where the car is part of everyday life rather than the centrepiece.
They asked us because we thought of space as a medium, not as a sales floor.
What we built.
The result was "John's Apartment" — a fictional walk-in apartment with living, working and daily-life spaces. The vehicles appear in matching situations; digital elements tell the backstory.
Media integration, lighting control and hardware were woven invisibly into the architecture. The format became a reference for immersive automotive experiences — and a starting point for many of our later projects.
What it delivered.
What we brought to the table.
Your case has things in common with this one?
30-minute intro call — we show specifically what carries over to your situation.