Dynamic, energetic and pure, like a a wave in motion: the design of the new global stand for Toyota is an illustration of the Japanese principle of Seijaku, the 'active calm' or serenity in the midst of activity.
The architecture looks minimalistic and calm from the outside, but you can feel a tremendous force radiating from it.
The inside of "The Wave" unfolds an impressive visual experience: everything is in constant motion, connected, active.
The new stand architecture marks a new era for Toyota as it is intended to be used on all motor shows worldwide, with slight variations according to the respective conditions on site.
This was a tricky challenge for the designers who were briefed to create a modular system that could work on totally different motor shows without compromising on the consistency of the idea.
Inspired by traditional Japanese paper craft, the idea of The Wave was born by just rolling a sheet of paper.
This resulted in a vibrant, dynamic shape with a fascinating clarity, that portrays the asymmetrical balance we find in nature and at the heart of Japanese aesthetics.
