MAZDA Los Angeles Auto Show 2019 Experience

MAZDA and the GPJ team worked together in Evolving MNAO’s auto show experience to express the MAZDA brand philosophy with exceptional quality to maintain a consistent global style.  The updated experience featured current, relevant brand stories and content.

The notion of HUMAN CENTRICITY was our goal.  Our MAZDA experience was focused on telling human driven stories. The humans who imbue energy into the Mazda brand and every vehicle it products. And, the humans that unleash the kinetic energy once they’re behind the wheel.

​

The GPJ team and their multi-disciplined expertise in design, account management, engineering, fabrication, logistics, and production allowed for a streamlined delivery with precision, a successful Press event, and made a statement about Mazda that people will remember.

Utilizing a combination of existing elements, refreshed assets and a few new components & graphics.

We updated our zoning strategy to align with the brand known-bys and focus on stories that help differentiate Mazda from the competition and take ownership of Japanese Premium.

Softly connecting carefully crafted spaces to one another while creating a rich space through rich story telling, and a very organized zoning strategy compelled with high quality backlite graphics elevated the space giving it a feeling of depth, as they highlighted each of MAZDAs known-bys, combined with Lighter-colored, natural materials, allowed the elements to harmonize in a controlled and sophisticated manner.  The space creates a sense of journey and discovery as it become layered and a departure from the traditional auto show space becoming more dynamic as it is experience in a different way from various parts of the space.

This space will give viewers and customers alike a powerful impression of the high degree of precision that Mazda aims for. We created robust compositions and structures that have stability and dependability with close attention to.

Zoning Strategy with MAZDA known-by story telling:

1.    MAZDA BRAND STORY (CHALLENGER SPIRIT)

Mazda’s home city of Hiroshima is known for its incredible spirit. A vehicle on Display in front of MAZDA Engineering team backlite fabric graphic is present day Brand Proof Point

2.    INGENIOUS SOLUTIONS (DESIGN WITH A SINGLE FOCUS: YOU)

Mazda is always challenging the conventional with innovative technologies which were on display such as the SKYACTIV-G 2.5L Turbo Engine, Exhaust Manifold, Piston, Crankshaft, Piston, MAZDA 3 Wheel, and an interactive video which brought the story to life.

3.    JAPANESE MASTERY (THE HUMAN TOUCH)

The Color and Trim display showcased lifestyle Imagery and Tools of the traditional Japanese Craftsman on Display that influence the interior and exterior beauty of every Mazda. A Large Backlite Fabric Graphic which had a Modern Interpretation of Traditional Japanese Mastery.

4.    ARTFUL DESIGN (CAR AS ART / A VIBRANT EXPRESSION)

Mazda’s greatest strength is the passion of its people.  The Rashin Speedform, Design Concept Sketches and Inspiring MAZDA Vision graphics, Digital Content, and Soul Red backlite Graphic created the shared emotion and conveyed the essence of Breathing Life into the Car.

5.    MAZDA MOTORSPORTS (NEVER STOP CHALLENGING)

The newest TCR was on display with two aspirational adjacent large backlite fabric graphics which spoke to theljourney, passion, and what makes Mazda unique.