MDS Exhibits: Mobile Marketing Event Producer Street Marketing Events
Lexus - ISF Dynamometer Display
OBJECTIVES: Lexus, a division of Toyota Motor Sales USA, requested a fully functional dynamometer display for use in mobile marketing ride-and-drive events promoting its IS-F luxury performance vehicle. As part of these invitation-only events, prospective buyers would be allowed to operate the IS-F and test its 450 horsepower engine and state-of-the-art technical features on the dynamometer. As well as providing an attractive look to reflect the IS-F, the display would require a built-in cooling system to prevent overheating and other challenges associated with operating a stationary high performance vehicle at maximum capacity on a dynamometer.
SOLUTIONS: Raised staging platforms were constructed to cover the dynamometer and provide attachment points for tying-down both the vehicle and dynamometer. The display employed lightweight, interlocking parts and included built-in power outlets and cooling fans.
Two 24” diameter fans were employed to deliver the 16,000 cubic feet per minute of air required to safely operate the vehicle at full power. The fans were painted dark blue and covered in a carbon-fiber wrap to blend visually with the exhibit, while the sides and back of the display were wrapped in carbon fiber in order to provide an aesthetic match with the interior of the Lexis IS-F.
On the top portion of the exhibit, a Triple-tree was employed to provide a visual signal to test drivers when to begin and end the dynamometer test. A built-in canopy above the lighting display was included to cover the automobile and create a sense of anticipation before the reveal of the auto.
RESULTS: In its public
debut, Lexus personnel were able to assemble the display within a few hours.
Overall, project supervisors agreed that the exhibit performed well above
all technical and visual expectations.