Toyota Creates Drive-Through Immersive Theatre

Why go the theatre when you can just drive through the play in your new Toyota C-HR? This question was answered in February by what Toyota called the ‘world’s first drive through immersive theatre experience’.

The event, created in London’s Printworks by The Department, saw 100 participants driving through a seven-scene production, with each participant being secretly filmed to create their own personalised short film, where they were cut in to appear alongside Resident Evil star Milla Jovovich.

Designed to complement the recent Toyota C-HR TV ad (which we showcased this week, and which you can see ablove), the experience saw participants driving through a number of scenes meant to represent ‘flow’, taking in European cities Berlin, Milan, Paris, Barcelona and London, each scene was also inspired by what Toyota called the ‘C-HR’s design pillars of sound, design and driving dynamics’.

Beginning in Berlin during the International Festival of Light, recreated through projection, participants were driven into a recreation of a Milan catwalk, in a scene directly taken from the recent ad. Also copied from the ad was a scene in which the car was revolved 360°.

From here, individuals were taken to a replicated Paris casino, where they were invited to play of roulette wheels then taken on a ride with a rally driver on a giant projected roulette wheel. Finally, a Barcelona space, recreating an advert scene where the car drives through a nightclub.
This experience has also been shown in a video that memorialises the event, which you can see below: