Toyota Clubroom was a pitch winning concept to Al-Futtaim Motors, the UAE’s exclusive Toyota distributor.

Having secured a large space in one of Dubai’s premier malls they wanted a concept that redefined the boundaries of automotive retail in the Emirati.

Having quickly identified the importance of Emirati car culture, not just to the elites but to the wider public, I proposed ‘Toyota Clubhouse’ as a dynamic, democratic space for Emirati car lovers of all types, an important strategic shift from ‘show’ room to ‘do’ room.

Three customer ‘portraits’ provided a way to demonstrate flexibility through an imagined customer journey for each, utilising both existing Toyota properties (Yazoo Racing, Toyota E-Sports) as well as new influencer-led partnerships (Arabian Gazelles, Supercar Blondie).

Role — Strategy, Concept