Brandwidth Creates New Auris Concept Stores for Toyota

Brandwidth Creates New Auris Concept Stores for Toyota
In October 2006 Windsor based Brandwidth won a two-way pitch against Saatchi X to design eight concept stores nationwide to promote the launch of the the new Toyota Auris.

This week, the concept stores have become a reality.

The flagship Bluewater store provides an immersive interactive environment, featuring a touch-sensitive heat wall, a "sensory pod" comprising fibre optic lighting, audio and video content activated by a series of Auris starter buttons.

Touch screen lecterns provide information points.

All interactive content has been designed and produced by Brandwidth and interiors have been developed in conjunction with John Whittle of Anoonamoo.

The main event at Bluewater is a Musion holographic projection system, displaying content conceived and directed by Brandwidth and designed and produced by Shoreditch based Square Zero.

The breakthrough content features liquid metal forming around various key elements of the new Auris.

The car then grows from a metallic wire frame, with the whole car displayed full size in the Musion theatre - both inside and out, digitally and live action.

The eight stores will be in shopping centres nationwide until mid-Feb 2007.