Toyota’s annual European Retailer Meeting took over Berlin’s iconic former Tempelhof Airport, transforming more than 30,000m² into an immersive brand experience.

Working as part of a small design team, I was responsible for developing the event identity, wayfinding system and a highly confidential 5,000m² exhibition showcasing Toyota’s future product portfolio.

With more than 6,000 guests attending over three days and 25 languages spoken, communication needed to transcend the written word. A bold system of iconography became central to the experience, creating an intuitive visual language that guided and connected audiences throughout the event.