This is an event where innovation meets ambition. A journey designed to inspire, engage, and redefine the future.
We didn’t just create a venue—we built a “city”. A fully immersive Toyota world.
The event needed to be impactful and memorable, providing a first-class guest experience while being efficient in setup and costs, whilst also ensuring high levels of security and confidentiality.
Objectives of the event:
• Show appreciation to all delegates, for their significant contributions to Toyota’s growth in Europe.
• Communicate company’s global and regional vision and motivate each market with future strategies.
• Boost the network’s confidence and business partnership with Toyota.
• Showcase exclusively the future product lineup within a highly confidential protocol.
The theme of the meeting was ‘CHARGED TO LEAD,’ preparing and empowering each market to advance Toyota’s position as a leader in an electrified, carbon-neutral world.
For 9 days, Lisbon hosted a highly complex event involving 3,100 guests from 43 nationalities, representing 26 delegations. The event featured 9 regional business strategy and product reveal meetings, 26 national meetings, and 9 gala dinners.
A fully immersive Toyota world, where every touchpoint was designed with purpose. The layout, meticulously planned for exploration and discovery. Every element crafted to spark interaction, engagement, and emotion—from the first moment to the final farewell. Finally, confidentiality was critical.
By bringing all European retailers to one location, we streamlined logistics and maximized impact. The experience unfolded through 3 dedicated access points, a spacious lounge with the unique “Lisbon Café” including a “pasteis de nata” factory and barista coffees, four exhibition areas, 5 auditoriums, the main one with a 480m2 screen and 490m2 stage to enable impactful presentations, carefully choreographed car reveals and, finally, a distinctive dinner room. All of these areas offered a carefully curated space to engage, surprise and delight.
Each day culminated, with a gala dinner, featuring a tailored 3 hour show, created to amaze, entertain, and leave a lasting emotional memory.
