トヨタ・ヨーロッパは、新型「C-HR」の欧州発売を記念したユニークなイベントを英ロンドンで開催した。会場は「The Printworks」と呼ばれる巨大なイベントスペースで、招かれたゲストはたった100名のみだったという。
C-HRの流れるデザインに触発
「The Night That Flows」と題されたこのイベントは、ベルリン、ミラノ、パリ、バルセロナ、ロンドンの欧州5都市を舞台に、架空の夜の物語を演出し、映画仕立てにしたもの。主演はなんとハリウッド女優のミラ・ジョヴォヴィッチで、停まっていても動いているように見える新型C-HRの“Flowing （流れる）”デザインからインスピレーションを得て演じたという。
ベルリンではライト・フェスティバル、ミラノではファッションショー、パリではカジノ、バルセロナではクラブ、ロンドンではバー。都市ごとの「夜」が設定され、その傍らでC-HRは、ダイナミックなエクステリアデザインから洗練されたインテリア、そしてJBLサウンドシステムにいたるまで、その魅力を存分に発散したようだ。
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- Text：Yasushi HOSODA Photo：TOYOTA MOTOR EUROPE
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- LONDON, ENGLAND – FEBRUARY 02: Milla Jovovich, actress and model, is captured stepping out of the new Toyota C-HR onto a catwalk at the world痴 first drive through immersive theatre experience on February 2, 2017 in London, England. 禅he Night that Flows� saw 100 guests experience the immersive event, which brought to life the different features of the new Toyota C-HR. (Photo by Gareth Cattermole/Getty Images for Toyota) *** Local Caption *** Milla Jovovich
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- LONDON, ENGLAND – FEBRUARY 02: Milla Jovovich, actress and model, is captured stepping out of the new Toyota C-HR onto a catwalk at the world痴 first drive through immersive theatre experience on February 2, 2017 in London, England. 禅he Night that Flows� saw 100 guests experience the immersive event, which brought to life the different features of the new Toyota C-HR. (Photo by Gareth Cattermole/Getty Images for Toyota) *** Local Caption *** Milla Jovovich
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- LONDON, ENGLAND – FEBRUARY 02: The 鮮ight that Flows� saw Italian model Giorgia Palmas take centre stage on the catwalk of an Italian fashion show on February 2, 2017 in London, England. The world痴 first drive through immersive theatre experience saw 100 guests immersed in the story of one fictional night as they flowed through five European cities, including Berlin, Milan, Paris, Barcelona and London. (Photo by Gareth Cattermole/Getty Images for Toyota) *** Local Caption *** Giorgia Palmas
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- LONDON, ENGLAND – FEBRUARY 02: Milla Jovovich, actress and model, starred in the world痴 first ever drive through immersive theatre experience, to launch of the new Toyota CHR on February 2, 2017 in London, England. The seven-scene interactive production saw over 100 guests immersed in the story of one amazing fictional night as they flowed through five European cities, including Berlin, Milan, Paris, Barcelona and London. (Photo by Gareth Cattermole/Getty Images for Toyota) *** Local Caption *** Milla Jovovich
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- LONDON, ENGLAND – FEBRUARY 02: French rally driver Guerlain Chicherit, who led guests in an exhilarating drive around a giant projected roulette table, showcasing the new Toyota C-HR痴 driving dynamics, fluid motion and controlled responses on February 2, 2017 in London, England. 禅he Night that Flows�, is the world痴 first drive through immersive theatre experience. (Photo by Gareth Cattermole/Getty Images for Toyota) *** Local Caption *** Guerlain Chicherit
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- LONDON, ENGLAND – FEBRUARY 02: Milla Jovovich, actress and model, starred in the world痴 first ever drive through immersive theatre experience, to launch of the new Toyota CHR on February 2, 2017 in London, England. The seven-scene interactive production saw over 100 guests immersed in the story of one amazing fictional night as they flowed through five European cities, including Berlin, Milan, Paris, Barcelona and London. (Photo by Stuart C. Wilson/Getty Images for Toyota) *** Local Caption *** Milla Jovovich
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- LONDON, ENGLAND – FEBRUARY 02: Milla Jovovich, actress and model, starred in the world痴 first ever drive through immersive theatre experience, to launch of the new Toyota CHR on February 2, 2017 in London, England. The seven-scene interactive production saw over 100 guests immersed in the story of one amazing fictional night as they flowed through five European cities, including Berlin, Milan, Paris, Barcelona and London. (Photo by Stuart C. Wilson/Getty Images for Toyota) *** Local Caption *** Milla Jovovich
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- LONDON, ENGLAND – FEBRUARY 02: Milla Jovovich, actress and model, starred in the world痴 first ever drive through immersive theatre experience, to launch of the new Toyota CHR on February 2, 2017 in London, England. The seven-scene interactive production saw over 100 guests immersed in the story of one amazing fictional night as they flowed through five European cities, including Berlin, Milan, Paris, Barcelona and London. (Photo by Stuart C. Wilson/Getty Images for Toyota) *** Local Caption *** Milla Jovovich
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- LONDON, ENGLAND – FEBRUARY 02: The 鮮ight that Flows�, the world痴 first drive through immersive theatre experience concludes in a London bar, where guest were greeted by the mixologist duo, Alex Kratena and Simone Caporale on February 2, 2017 in London, England. 禅he Night that Flows� centred around guests finding their flow and took inspiration from the 素lowing� design of the new Toyota C-HR. The event saw 100 guests from across Europe take part in the world first event. (Photo by Stuart C. Wilson/Getty Images for Toyota) *** Local Caption *** Alex Kratena; Simone Caporale
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- LONDON, ENGLAND – FEBRUARY 02: Spanish DJ Cuartero ahead of the world痴 first drive through immersive theatre experience on February 2, 2017 in London, England. The 鮮ight that Flows� saw 100 guests immersed in the story of one fictional night as it unfolds across five European cities, bringing to life different elements of the new Toyota C-HR. (Photo by Gareth Cattermole/Getty Images for Toyota) *** Local Caption *** Cuartero
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- LONDON, ENGLAND – FEBRUARY 02: French croupier Etienne Pradier invites guests who enter the Paris scene, which is designed as a casino, to partake in a game of chance on February 2, 2017 in London, England. 禅he Night that Flows� saw 100 guests experience the immersive event, which brought to life the different features of the new Toyota C-HR across five European cities. (Photo by Gareth Cattermole/Getty Images for Toyota) *** Local Caption *** Etienne Pradier
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- LONDON, ENGLAND – FEBRUARY 02: The 鮮ight that Flows� saw fashion designer and founder of 禅he Bespoke Dudes� Fabio Attanasio take centre stage on the catwalk of an Italian fashion show on February 2, 2017 in London, England. The world痴 first drive through immersive theatre experience saw 100 guests immersed in the story of one fictional night as they flowed through five European cities, including Berlin, Milan, Paris, Barcelona and London. (Photo by Gareth Cattermole/Getty Images for Toyota) *** Local Caption *** Fabio Attanasio
■関連記事
- 時代とともに変容するラグジュアリーカーのカタチ、国産ラグジュアリーの到達点「トヨタ・センチュリー」
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2017/02/06 20:01
| トヨタ , ニュース＆トピックス
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