Role: Experiential Design, Lighting & Look Dev, 3D Concept
Context: Brand Activation for Toyota & Lexus
The concept, ‘The Neo-Tokyo Speed Hub,’ draws heavy inspiration from the cyberpunk aesthetic and the neon-soaked streets of Akihabara.
- The Architecture: I avoided traditional walls, instead using ‘Light Architecture.’ The space is defined by towering digital monoliths that display real-time racing stats and cityscapes, creating a sense of verticality found in Tokyo.
- The Speed Tunnels: To highlight the simulator stations, I designed rib-cage tunnels composed of red neon rings. These aren’t just decoration; they isolate the player to focus on the game while visually representing a ‘warp speed’ effect.
- Dual Branding: The central hub unifies the two brands (Toyota & Lexus) under a shared ‘Japan Racing’ identity, using a chromatic ceiling installation to merge their brand colors.”
