Press release
178KB
febbraio 03, 2017 - Toyota
First drive through immersive theatre experience
Comunicato Stampa disponibile solo in lingua originale.
MILLA JOVOVICH STARS IN ‘THE NIGHT THAT FLOWS’ - THE WORLD’SFIRST DRIVE THROUGH IMMERSIVE THEATRE EXPERIENCE
UNIQUE PERFORMANCE STAGED TO CELEBRATE THE LAUNCH OF THE NEWTOYOTA C-HR
Last night, actress and model #millajovovich starred alongside acast of talented faces from across Europe, in the world’s first drive through immersivetheatre experience.
The seven-scene interactive production - entitled ‘The Night That Flows’ - was staged within the immense space of The Printworks in London. The experience saw 100 guests immersed inthe story of one amazing fictional night as it unfolded across five European cities, including Berlin, Milan, Paris, Barcelona and London.
The story, narrated throughout by #millajovovich, centred around guests finding their perfect flow and took inspiration from the ‘flowing’ design of the new #toyota #chr - created to look like it is always moving, even when at a standstill.
Participants were thrust into the limelight as part of the #event, taking centre-stage in the live multi-sensory performance and interacting with a variety of different characters as they made their way through the myriad of scenes.
Each scene brought with it unexpected twists and exciting scenarios, all inspired by key features of the car - from the dynamic drive and stylish diamond design, to the sophisticated interior and JBL concert hall sound system.
The journey began in Berlin, where guests were transported through the streets of the city in the #chr using innovative projection footage captured at the Berlin International Festival of Light.
From Berlin, guests flowed seamlessly into Milan where they experienced their very own taste of a high fashion catwalk, complete with paparazzi. Following their catwalk moment, guests were led by Fabio Attanasio, Italian fashion designer and founder of ‘The Bespoke Dudes’, and Italian model Giorgia Palmas, into the backstage preparations of an Italian fashion show. Completely enclosed in a mirrored space, the #chr became the star of the unique fashion show, revolving a full 360 degrees so that every angle of the car’s dynamic design and elegantly integrated detail was exposed.
Propelled into a Parisian casino, guests joined an excitable crowd gathered around a roulette table, as French croupier Etienne Pradier invited them to take part in a game of chance. No sooner had they placed their bets on the roulette table, they were greeted by French rally driver Guerlain Chicherit, who led them in an exhilarating drive around a giant projected roulette table, showcasing the car’s driving dynamics, fluid motion and controlled responses.
Travelling through to the next city, Barcelona, guests were surrounded by a flash-mob style club scene, with Spanish DJ Cuartero leading the crowd as the soundtrack played out over the C-HR’s JBL sound system.
The journey concluded with guests arriving in a London bar, where they were greeted by the innovative mixologist duo, Alex Kratena and Simone Caporale and joined by Milla herself.
The #event was created by a team comprised of some of the world’s finest theatrical and technical design talent, all brought together under The Department's Creative Directors Jonny Grant and Hamish Jenkinson, with Jessica Rees Middleton as Executive Producer.
Speaking about the #event, #millajovovich said: “I was thrilled to be asked to be a part of this #event - I love that immersive theatre takes everyone on a completely unique journey and that no one experience is the same. It’s something I’ve always wanted to do, so when #toyota approached me with the idea, I was intrigued and knew I had to be a part of it. The #chr is a completely new concept for #toyota - rooted in style and quality. It’s a beautiful looking car and incredibly stylish inside. The brand is always looking for ‘a better way’ to design or do things – and I’m a huge fan of that philosophy. Bringing everything to life was a creative challenge, but we found our flow eventually…and we hope everyone who came to the #event left feeling inspired to find their perfect flow too”
Jan Verhaegen, Manager Brand and Marketing Communications at #toyota Europe said: “The #chr is a completely new concept for the #toyota brand and totally different to anything we’ve ever created before. As such, we knew we had to launch it in a way that was innovative, unique and would bring to life the sense of ‘flow’ that the car embodies. ‘The Night That Flows’ captured not only the dynamic and innovative character of the #chr, but also showcased exactly why it is the ultimate car for #people who want to flow through life.”
fabioattanasiotoyotac-hr
5000x3403, 4MB
millajovovichtoyotac-hr5
5000x3309, 4MB
millajovovichtoyotac-hr7
5000x3145, 3MB
millajovovichtoyotac-hr6
5000x3260, 3MB
millajovovichtoyotac-hr1
5000x3375, 3MB
djcuarterotoyotac-hr
3253x5000, 3MB
guerlainchicherittoyotac-hr
5000x3227, 3MB
eacutetiennepradiertoyotac-hr
3508x5000, 2MB
alexkratenaandsimonecaporaletoyotac-hr
4476x2893, 2MB
giorgiapalmastoyotac-hr
5000x3326, 2MB
millajovovichtoyotac-hr4
5000x3326, 2MB
millajovovichtoyotac-hr3
5000x3336, 2MB
millajovovichtoyotac-hr2
5000x3356, 2MB
millajovovichtoyotac-hr8
5176x3058, 1MB
500 djcuarterotoyotac-hr
260x400, 24KB
News correlate |
||
|
|
|
marzo 18, 2024
|
novembre 16, 2023
|
novembre 06, 2023
|
|
Il sistema 2.0 Plug-in Hybrid 220 offre una guida quotidiana completamente elettrica con un'autonomia nel ciclo combinato WLTP fin... |
Il Nuovo Toyota C-HR combina stile straordinario, guida coinvolgente ed efficienza ai vertici della categoria, con un'attenzione p... |
Toyota Motor Europe (TME) ha avviato la produzione del nuovo Toyota C-HR, insieme al primo assemblaggio di batterie in Europa, pre... |
Scarica tutto 
Ti potrebbe interessare anche |
||
|
|
|
ottobre 05, 2023
|
giugno 26, 2023
|
dicembre 06, 2022
|
|
La nuova generazione di #toyota #chr porta ad un livello superiore le qualità che ne hanno decretato in prima istanza il successo ... |
Il nuovo modello affonda le radici nel successo del #toyota #chr di prima generazione, vero innovatore tra i #suv europei del segm... |
Al Salone di Parigi del 2014 è arrivato il primo segnale che #toyota si stava preparando a lanciare un nuovo genere di vetture nel... |
Inglese 
Scarica tutto 
Condividi
Condividi via mail 
Automotive
Sport
Events
Art&Culture
Design
Fashion&Beauty
Food&Hospitality
Tecnologia
Nautica
Racing
Excellence
Corporate
OffBeat
Green
Gift
Pop
Heritage
Entertainment
Health & Wellness