The top runner in the car industry, "TOYOTA." is apparently making some interesting moves. The "TheSUMMER SONIC 2019." I caught a glimpse of the project's starting point in the "Mere Old Man" and headed to the site, where I found a jet-black Hiace sitting in the middle of the road.
The car's body is decorated with the message "Drive Your Teenage Dreams," an adaptation of Toyota's catchphrase. This vehicle is the star of Toyota's challenging project, in which the Hiace will travel around Japan for a year in collaboration with artists, musicians, and other creators of various genres, and will be transformed and perfected as a road movie. The project is a road movie of the transformation and completion of the Hiace.
. For example, we can use the size of the cargo bed, which is a characteristic of the Hiace, to turn the inside of the car into a music studio or a pop-up store to sell something. We offer this Hiace to creators and ask, "How would you paint this palette? What can you do with it?" The main idea of this initiative is to do something creative with the theme of "What can you do with this palette?
The Instagram account "@toyota.jpThe content content is consistently delivered in "Toyota" and the video is edited with a documentary taste in "Toyota".Youtube ChannelThey will be uploaded to the
YOSHI
VERDY.
SUMMER SONIC 2019, which was chosen as the project's opening location, will feature artist and actorYOSHI. with Mr. Kuni as the hook-up artist, a huge wall message board was created. The venue was decorated by illustratorVERDY.. also visited the site and left special illustrations.
HOUYHNHNM's was interested in the apparel shown here. The graphics are said to have been created by pulling out a 1967 catalog for the first Hiace, and they are sure to be a hot topic of conversation at the Paris Men's Fashion Week.KARThe design sense of the "M" is even similar to that of the "M".
As a matter of detail, there are quite a few restrictions that come with starting something at a manufacturer that is known by everyone with the top market share in the world. It has been a long time since there were whispers that young people are turning away from cars, but "It is no longer like the days when there used to be a yearning for cars, and today, manufacturers must understand the needs of young people in order to create products. It is not that young people are moving away from cars, but rather that the manufacturers are not being attentive to them." This thought of Toyota President Akio Toyoda is the driving force behind the rebranding project.
This project gave me a sense of new possibilities for "Toyota" that I had never seen before. We can't wait to see where the jet-black Hiace will appear in Japan and what unique things it will set up with creators and artists in the future.
