Actress and model Milla Jovovich stars in drive-through immersive theatre experience alongside Toyota's quirky new C-HR.
Staged to celebrate the launch of the new Toyota C-HR, the seven-scene interactive production – entitled ‘The Night That Flows’ – was held within the industrial space of The Printworks in London. The experience saw 100 guests immersed in the story of one fictional night as it unfolded across five European cities, including Berlin, Milan, Paris, Barcelona and London.
The story, narrated throughout by Milla Jovovich, centred on the ‘flowing’ design of the new Toyota C-HR. Participants took centre-stage in the live multi-sensory performance, interacting with a variety of different characters as they made their way through the myriad of scenes.
Each scene brought with it unexpected twists and exciting scenarios, says Toyota, all inspired by key features of the car – from the 'dynamic drive and stylish diamond design’, to the ‘sophisticated’ interior and JBL concert hall sound system.
The journey began in Berlin, where guests were transported through the streets of the city in the C-HR using projection footage captured at the Berlin International Festival of Light. From Berlin, guests flowed into Milan where they experienced their very own taste of a high fashion catwalk, complete with paparazzi.
Following their catwalk moment, guests were led by Fabio Attanasio, Italian fashion designer and Italian model Giorgia Palmas, into the backstage preparations of an Italian fashion show. Completely enclosed in a mirrored space, the C-HR then became star of the its own fashion show, revolving a full 360 degrees so that every angle of the car’s design and detailing was exposed.
Propelled into a Parisian casino, guests joined an excitable crowd gathered around a roulette table, as French croupier Etienne Pradier invited them to take part in a game of chance. No sooner had they placed their bets on the roulette table, they were greeted by French rally driver Guerlain Chicherit, who led them in an exhilarating drive around a giant projected roulette table, showcasing the car’s driving dynamics.
Travelling through to the next city, Barcelona, guests were surrounded by a flash-mob style club scene, with Spanish DJ Cuartero leading the crowd as the soundtrack played out over the C-HR’s JBL sound system.
The journey concluded with guests arriving in a London bar, where they were greeted by mixologist duo, Alex Kratena and Simone Caporale and joined by Jovovich herself.
Speaking about the event, Milla Jovovich said: “I was thrilled to be asked to be a part of this event – I love that immersive theatre takes everyone on a completely unique journey and that no one experience is the same. It’s something I’ve always wanted to do, so when Toyota approached me with the idea, I was intrigued and knew I had to be a part of it. The C-HR is a completely new concept for Toyota – rooted in style and quality. It’s a beautiful looking car and incredibly stylish inside. The brand is always looking for ‘a better way’ to design or do things – and I’m a huge fan of that philosophy. Bringing everything to life was a creative challenge, but we found our flow eventually…and we hope everyone who came to the event left feeling inspired to find their perfect flow too”.
Jan Verhaegen, Manager Brand and Marketing Communications at Toyota Europe said: “The C-HR is a completely new concept for the Toyota brand and totally different to anything we’ve ever created before. As such, we knew we had to launch it in a way that was innovative, unique and would bring to life the sense of ‘flow’ that the car embodies. ‘The Night That Flows’ captured not only the dynamic and innovative character of the C-HR, but also showcased exactly why it is the ultimate car for people who want to flow through life.”