One of the most visual booths at the Javits Center came from Subaru for the debut of the 2020 Subaru Outback. The 10,000-square-foot display highlighted the brand’s long-standing support of national parks and partnership with the National Parks Foundation. The exhibit was created with a mix of recycled and sustainable materials and plants. The brand partnered with EWI Worldwide and Hansen Productions to create the exhibit.Photo: Courtesy of Subaru
NEW YORK—Auto shows around the world might be losing their appeal among automakers, but that didn’t stop major brands from delivering some standout experiences during the New York International Auto Show. The event, which ran April 19 to 28, draws on average more than one million attendees each year and took over 950,000 square feet of the Jacob K. Javits Convention Center. This year, some 1,000 vehicles were on display at the convention center.
While brands including Acura and Honda delivered interactive experiences at booths on the show floor, other brands such as Jaguar Land Rover and Toyota took advantage of the show buzz and held satellite events around the city. From Subaru’s immersive national parks experience to Nissan’s live art installations, here’s a look at some New York International Auto Show highlights that took place on and off the trade show floor.
Toyota 2020 Highlander Installation
Toyota teased the debut of its 2020 Highlander by partnering with artist and sculptor Michael Murphy, who created a 3-D hanging illusion that resembled the S.U.V. Murphy created the installation over two months in his Brooklyn studio by hand-painting 200 pieces of paper, which were then strategically placed to appear as if they were floating in the air. The installation was revealed near the Javits Center, and it also was projected onto New York buildings and billboards. Murphy is known for his striking art installations for brands and is a past BizBash innovator.
Photo: Courtesy of Toyota
Toyota 2020 Highlander Reception
BMF produced and designed Toyota’s auto show reception, which featured Murphy’s suspended installation (pictured here from a different angle).
Photo: Courtesy of Toyota
Toyota 2020 Highlander Reception
BMF built three installations meant to appeal to the Toyota consumer lifestyle. The all-white Great Escapade installation featured painted outdoor gear including skis, helmets, a backpack, and coffee mugs.
Photo: Courtesy of Toyota
Nissan’s 50th Anniversary Celebration
Nissan celebrated the 50th anniversary of the Z sports car and unveiled the Nismo 220 GTR at a pre-show event, which took place at Union West. George P. Johnson produced the event, which had a step and repeat decorated with toy sports cars.
Photo: Courtesy of Nissan
Nissan’s 50th Anniversary Celebration
Painter and pin striper Igor Accord of Igors Custom created a brand retrospective live throughout the event.
Photo: Courtesy of Nissan
Nissan’s 50th Anniversary Celebration
Another live art installation was helmed by Japanese calligrapher Makoto Endo, who painted the 2019 Nissan 370 Z.
Photo: Courtesy of Nissan
Nissan’s 50th Anniversary Celebration
Guests were invited to play vintage arcade games that featured Nissan cars.
Photo: Courtesy of Nissan
Subaru Outback Exhibit
One of the most visual booths at the Javits Center came from Subaru for the debut of the 2020 Subaru Outback. The 10,000-square-foot display highlighted the brand’s long-standing support of national parks and partnership with the National Parks Foundation. The exhibit was created with a mix of recycled and sustainable materials and plants. The brand partnered with EWI Worldwide and Hansen Productions to create the exhibit.
Photo: Courtesy of Subaru
Subaru Outback Exhibit
The exhibit included a 360-degree immersive experience for attendees, which highlighted landmarks such as Denali’s 20,310-foot summit and the Old Faithful geyser at Yellowstone.
Photo: Courtesy of Subaru
Acura Booth
On the trade show floor, Acura showcased its line of PMC Edition vehicles that are created at the brand’s Performance Manufacturing Center in Marysville, Ohio. George P. Johnson produced the booth.
Photo: Courtesy of Acura
Acura Bourbon Tasting
The brand also partnered with George P. Johnson to hold a small-batch bourbon tasting for press. Guests could try a variety of bourbons poured over ice cubes with the brand's logo.
Photo: Courtesy of Acura
Jaguar Land Rover “Live for the City” Launch Event
Ahead of the auto show, Jaguar Land Rover celebrated the re-opening of the renovated Jaguar Land Rover Manhattan and the launch of the new 2020 Range Rover Evoque. The event, which was produced by KRo Events, also kicked off the brand’s “Live for the City” marketing campaign, which taps into local photographers and creators in major cities across the U.S. Local music groups including Lohai the Band performed on a stage that featured an image of the new model.
Photo: Nick Dimbleby
Jaguar Land Rover “Live for the City” Launch Event
A photo wall created by B Floral featured colorful florals surrounding a white Range Rover silhouette.
Photo: Nick Dimbleby
Jaguar Land Rover “Live for the City” Launch Event
Relish Caterers provided a cotton candy affogato station, inspired by the Italian coffee dessert. Servers poured hot espresso over cotton candy to reveal a scoop of ice cream.
Photo: Nick Dimbleby
Lego Silverado
Chevrolet brought the Lego Silverado, which first appeared at the North American International Auto Show in Detroit in January. The life-size replica of the 2019 Silverado 1500 LT Trail Boss was created in partnership with Warner Bros. to coincide with the premiere of The Lego Movie 2: The Second Part. The model was created with 334,544 Lego bricks and weighs 3,307 pounds. It took 18 builders more than 2,000 hours to assemble to structure at the Lego Group’s Model Shop in Enfield, Connecticut.
Photo: Courtesy of Chevrolet
Hyundai Hope On Wheels Event
Hyundai’s auto show events focused on the brand’s 21st annual Hyundai Hope On Wheels nonprofit campaign, “Minutes are Precious,” which raises money for pediatric cancer research. This year, the nonprofit announced it will award $16 million in new grants to 75 researchers. To coincide with the campaign, Hyundai kicked off a “Drive for Hope” road tour, stopping at hospitals in cities from Washington to New York. Afterward, the brand held a pop-up concert in Flatiron Public Plaza. The event engaged more than 800 people to show support by placing a paper handprint on the official Hyundai Hope vehicle.
Photo: Courtesy of Hyundai
Honda Booth
On the show floor, Honda displayed a 2019 HR-V that recently had been safety crash tested by the Insurance Institute for Highway Safety. This marked the first time Honda showcased a crash-tested vehicle at an auto show. The exhibit also featured a Honda Lens station, which offered a Microsoft HoloLens mixed-reality experience that presented facts about Honda Vehicles. George P. Johnson produced the exhibit.
Photo: Courtesy of Honda
