Toyota KCON

KCON is a Korean pop culture convention held annually in New York and Los Angeles. Toyota approached us to develop the visual identity and experience for their booth. We created the Toyota Play Lounge - a place that celebrates play and self-expression. With dance being a central component of KPOP, we created a responsive dance floor where fans could show off their moves. Visitors could also create custom luggage tags, DJ in the all-new Corolla Sedan, or participate in an AR Scavenger Hunt on their phones. The visual identity was made up of a grid system of various symbols and motifs, tying in to Toyota’s larger ‘Greater Than’ campaign.

Role: Design Lead / Creative Director

Collaborators: Sam Kuo, AR & Design