While the race to see who has the greenest eco-friendly vehicle or the most futuristic concept car is at the heart of the 2007 New York International Auto Show, the contest for booth attention plays out every year. This year it was eye-catching lights and interactive games that lured visitors and press at the Javits Center.Ford drew attention to its ultramodern concept car, the Ford Airstream, with a bright, 110-foot-long video display, and Mazda went one step further by showcasing its Hakaze model with the flower that inspired its design. The lightweight video walls at Saab’s sleek white booth had guests more interested in the display than the cars, and families flocked to Toyota’s mini film set, where they could record a personalized TV commercial and walk away with a DVD. Two attractions outside the convention center also drew crowds: Camp Jeep’s setup moved completely outdoors this year, where visitors could ride in the models circling a trail of rough terrain, and the “Taxi 07” exhibit from the Design Trust for Public Space allowed showgoers to peek into the future of cabs with a display of innovative ideas and alternative designs.
One uninvited exhibitor garnered attention, too: While Toyota touted its gas-electric hybrid technology on the show floor, Freedom From Oil Campaign protesters challenged the car producer’s environmental responsibility with a 20-foot banner draped inside the entrance hall that read, “The truck that’s changing the climate. Toyota: not an environmental leader.” The police arrested the activists 35 minutes after the sign was unfurled.
—Anna Sekula
Posted 04.12.07
Photos: BizBash (Camp Jeep, Toyota), Marina Fragoso Senra for BizBash (all others)
One uninvited exhibitor garnered attention, too: While Toyota touted its gas-electric hybrid technology on the show floor, Freedom From Oil Campaign protesters challenged the car producer’s environmental responsibility with a 20-foot banner draped inside the entrance hall that read, “The truck that’s changing the climate. Toyota: not an environmental leader.” The police arrested the activists 35 minutes after the sign was unfurled.
—Anna Sekula
Posted 04.12.07
Photos: BizBash (Camp Jeep, Toyota), Marina Fragoso Senra for BizBash (all others)
Mazda played up its concept car, the Hakaze, and the bird of paradise flower that inspired its design with a bright yellow-and-white booth and a giant polygon-shaped wall of flat-screen video monitors.
It was hard to miss the 110-foot-long, curvilinear video wall of LED and painted wood panels that dominated one side of Ford’s booth, and its sporty Interceptor concept model. For a more finished look, Exhibit Works covered the ceiling of the booths with a scrim.
Sleek and almost entirely white, Saab’s booth showcased Element Lab’s simple interlocking LED panels (first used by the car maker at the 2006 Paris Motor Show).
Volkswagen’s area had fun activities, including interactive computer stations and a model race track inviting showgoers to linger and play.
After successful appearances at auto shows in Detroit and Chicago, Toyota brought to New York a mini movie set with a green screen, teleprompter, and clapboard where attendees could record their own TV commercials.
The interactive gadgets—levers, bouncing Ping-Pong balls, and a ball-bearing puzzle toy—on display at BMW’s booth promoted new technology and products like stabilization controls and tires that operate safely when punctured
Subaru had Gran Turismo driving simulators at the edge of its display that proved popular with adults, kids, and even journalists.
Camp Jeep took over 45,000 square feet of outdoor space in Javits’s inner roadway, with an outdoor test track (last year it was indoors) to showcase the off-road ability of its cars and trucks.
Next to Jeep’s big outdoor exhibit, the Design Trust for Public Space marked the 100th year since the first gas-powered cab appeared in the city with a display of new ideas including interactive stands, concept cars, and scale models.
