Event TV: Toyota's 'The Night That Flows' theatre experience

Last week automotive brand Toyota unveiled the world's first drive through immersive theatre experience to showcase the launch of its C-HR model.

Toyota created The Night That Flows experience at Printworks London
Toyota created The Night That Flows experience at Printworks London

Toyota's interactive production was brought to life at the Printworks in London, and was created by experiential agency The Department. The event saw 100 guests immersed in the story of one fictional night, as it unfolded across five European cities, including Berlin, Milan, Paris, Barcelona and London.

Actress Milla Jovovich narrated the film, which centred around the idea of finding the perfect flow. The event was created by a team brought together by The Department's creative directors Jonny Grant and Hamish Jenkinson, with Jessica Rees Middleton as executive producer.  

The Flash Pack, a creative studio were on site to photograph guests enjoying the immersive moments, which people were then able to share on their social media channels. Event production and video capture of the event was also led by The Department team, alongside producer Mark Arrigo, which enabled guests watching at home to still enjoy the experiential elements of the film. 

In October, Toyota brought an immersive pop-up to London's South Bank, which also aimed to showcase the new C-HR model. This week, Volvo opened a 'Get Away' lodge in the Swedish mountains with the aim of helping customers relax.

Comment below to let us know what you think.

For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.

Follow @HannahLEllison1

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs