Auto manufacturer Toyota and its agency Drive Communication selected U.S.-based Inter-Global Exhibitions to design and build their exhibit for the Jeddah Motor Show in Jeddah, Saudi Arabia. IGE’s hard work, dedication, global experience were very important but Toyota and Drive also appreciated IGE’s U.S. experience in creative design and trade shows that would help make a strong impact at this consumer show.

“At the open of the show, the 12,000 sq. ft. exhibit was quickly filled,” said Gino Pellegrini, president of IGE. “The three visitor areas helped each individual find the car and the environment best suited to their personality.”

Lighting was included under the car platforms with moving lights creating various environments. The VIP cafe was designed with a European flavor: simple and elegant. The interior was welcoming and mesh fabric was used as the ceiling.

The main attraction of the space was the Yaris Club. The area displayed the Yaris car with large format images and suspended ceilings to create a more solid environment. Flooring was used to separate the environments.

Chaise lounges were added and flat-screen TVs allowed visitors to play video games. Semi-translucent glass walls divided the Yaris Club Lobby from the car display.

The Motor Sport area used contrasting colors: reds, whites and grays, as well as metal and mirror finishes to create a racing and competitive environment. Large race graphics were included and a special stage with lighting was added to enhance the area. The F1 car was the main attraction in the area spotlighted on a platform with a mirror finish laminate.

Several marketing goals were set for the event. Toyota wanted to introduce vehicles to the marketplace and make each demographic audience comfortable. Three sub-brand areas were built: Motor Sport focusing on racing, heavy SUVs such as the Land Cruiser and Sequoia which perform well in heavy sand areas, and the Yaris Club to attract the younger generation.

Timing was tight at all steps of the project from finalizing the design and creating drawings, to beginning construction and installing the exhibit. At each step, IGE needed to ensure the design elements were of the highest quality to affirm Toyota’s positioning of the most reliable-quality cars ever made.

So when a communication barrier came up during the process, IGE quickly had to find a way around it. There was an underground cable damaged in the East Jeddah and Riyadh region that would be down for weeks and rendered Internet and phone communications unreliable. IGE’s IT team coordinated with the local team to ensure no barrier delayed the production timeline. The local team also carried with them their own professional equipment as a protective measure.

Teams in Denver and Jeddah communicated constantly to deliver the exhibit on time.