For the 2019 auto-show circuit, Mazda was looking to create a custom tradeshow exhibit to illustrate their push toward luxury, particularly defined by “hand-made” Japanese luxury versus the “industrial luxury” of standard auto industry offerings.
The process of creating the new luxury brand experience display began a year prior when members of kubik’s team travelled to Japan to learn about Mazda’s new brand vision. Sketches and three-dimensional models of the architecture were conceptualized to ensure the exhibit could be portable and modular enough to work across the show circuit while maintaining brand integrity.
The experiential brand design of the various displays and the interactive elements were essential for enticing visitors to spend time with the automaker. Everything about the space was designed specifically to draw in customers, from its dramatic spotlight, cool gray architectural concrete and warm wood panels to a digital “Takumi Table” that encouraged visitors to touch and interact with beautifully crafted Japanese products.
Once the automotive experiential marketing design was approved and engineering finalized, Mazda’s new exhibit was custom built in our state-of-the-art facility providing a complete turn-key solution that could be implemented throughout the auto show season.