Toyota Crown virtual showroom is a live audience experience for Toyota built around a clear story, a focused interaction model, and a memorable visual world.
The work was developed with Groove Jones for Toyota, keeping strategy, craft, production, and delivery connected from the first idea through final output.
My role was to make the showroom feel like a premium product story rather than a static configurator. I focused the art direction around clarity, trim personality, and pacing so shoppers could compare details while still feeling the presence of the car.
The project sits across technology, product and UX, so the solution had to work as both a strong creative read and a practical system people could understand quickly.
I focused on the decisions people feel before they notice them: hierarchy, pacing, interaction rhythm, image language, and the small details that make the work feel finished.
The result is a immersive experience that makes Toyota Crown virtual showroom feel clear, memorable, and built for the audience it was meant to reach.
