The annual Singapore Motorshow is Singapore’s most important automotive event, presenting more than 30 automobile brands with plenty of new or updated car models. Between January 9th and 12th of 2020, visitors were able to experience cars and brands in elaborately designed pavilions on three levels of the famous Suntec Convention Center.
The Japanese manufacturer Isuzu was the only maker of utility vehicles featured on this year’s Motorshow and was showcased in a particularly impressive manner. The design of Isuzu’s trade show appearance was based on their catchphrase „Trucks for Life“. In order to make the brand experience especially profound for visitors, our partner Hustle & Bustle and Garamantis were commissioned to devise an interactive concept appealing to children in particular as well. The outcome was a custom-made multi-touch scanner table where trade show visitors and their kids could draw and personalize their favorite Isuzu truck on postcards and then make a 3D model of it come to life on the tabletop.
As the conceptional and visual centerpiece of Isuzu’s trade show booth served a bare engine block in the pavilion’s center that symbolized the brand’s beating heart. From it, divergent lines on the floor ran to the surrounding products like arteries, interconnecting all exhibits on display.