Japan Mobility Show 2025 Century Booth

The original Century was created in 1967 as a unique luxury car to commemorate the 100th anniversary of the birth of Sakichi Toyoda, the founder of the Toyota Group. Since its birth, it has built its position for over half a century, refining traditional Japanese beauty and craftsmanship. Then, in October 2025, the 100th anniversary of Sakichi Toyoda's founding of Toyota Automatic Loom Works in 1926, it was announced that the "Century" would be newly established as an independent brand, the top-of-the-line model.

Our company was responsible for displays design, layout, and construction of the brand's booth at "Japan Mobility Show 2025," embodying the brand concept of "One of One."

The Century Coupe, making its world premiere, is positioned on the main stage, and large-scale video projections exceeding 30 meters, light, and sound are coordinated to bathe the entire space in crimson, creating an overwhelming brand presence. Furthermore, the exterior features layers of translucent fabric, a nod to the "loom" that is the root of the Toyota Group, and projected images create a sense of unity throughout the booth. The threads spun by Sakichi Toyoda and his successors become woven fabric, and eventually, like the phoenix, they are reborn as crimson flares (flames), transmitting the heart and beauty of Japan to the world.

- To symbolize a new brand position that combines formality with flair.
- To create a space where visitors can experience the unique Century brand with all five senses.
We have received the above requests.

The booth is designed as a semi-closed space surrounded by a transparent "fabric," ensuring that views from the outside are unobstructed while creating an immersive experience where visitors can fully immerse themselves in the world of the Century brand once inside.
The circular main stage, the LED screen utilizing a curve exceeding 30 meters, and the lighting effects from the ceiling strongly convey the brand's concept. By effectively combining light and sound effects with smoke and diffusers, we created a booth where visitors could experience the brand's worldview using all five senses.
displays of the original Century was presented in conjunction with classic, monochrome-based video, creating a contrast with the new Century brand and expressing both "inheritance" and "evolution."