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Project type

Product service innovation




Tokyo, Japan
Plano, Texas, USA


Dentsu  marketing
Calty Design Research, Toyota Innovation Hub, Institute of Creative Integration, Bryan Senti, Big Block LA  creative and project coordination
Phiaro, GPJ, 02  modelmaking, build, installation
Tellart  interaction design

Alice& role

Creative production

Project title

Toyota Concept-i


Tellart engineered a “story engine,” a modular development platform that unified the car's complex interactive elements into a cohesive live experience. Concept-i debuted at the 2017 Consumer Electronics Show in Las Vegas. LQ, the newest generation of Concept-i, will offer public test-drive events during the 2020 Tokyo Olympics. 

Concept-i communicates Toyota's future vision for mobility – one where humans develop a warm, ongoing relationship with autonomous vehicles that have intelligence and personality.

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I was the creative producer for 2 redeployments. My team at Tellart was responsible for the onsite install, and smooth running of the interactive experience during the events. 


Concept-i presented at Tokyo Motor Show

The second deployment was at Tokyo Motor Show, which revealed Concept-i to the wider Japanese market, and welcomed an audience of close to 800,000 visitors from around the world. The event ran for 3 weeks at Tokyo Big Sight in Odaiba Area.

The first deployment was at Toyota’s new US headquarters in Plano, Texas, as part of the annual investors meeting during which Toyota’s CEO Akio Toyoda showcased the most promising model cars and the company’s latest research into Artificial Intelligence.

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