Toyota Racing Development (TRD) programme was initiated to support Toyota’s racing interests around the world. The Middle East has a significant population of young racing enthusiasts, whom TRD wished to target through their presence at an international sporting event. Pico was appointed to activate Toyota at the Dubai International Parachute Championship (DIPC) in 2014 and create a sporty design enhancing the brand experience. Pico designed a race car concept, with black vinyl flooring and white stripes recreating a race track tarmac and displayed two TRD cars with a large outdoor LED screen that ran visuals of the car models. The stand had a sporty racing look and feel, blending well with the DIPC event atmosphere and encouraging visitors to engage with the cars throughout the day.
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