Toyota ’s revolutionary new city car brand, iQ, is to promote its urban living credentials as it links up with the Royal College of Art in a ground breaking partnership launched yesterday at the London Design Festival. Integrated agency Brandwidth is responsible for the tie-up, which sees Toyota promote innovative design for urban living using the iQ as a template for excellence.
Taking inspiration from iQ’s values, students are being asked to create an item that reflects 'intelligent urban living' within four categories; living room, kitchen, bedroom, garage. Students at the RCA are world-leading design thinkers and will come up with solutions to many of the challenges of living in the busy, crowded and noisy city environments.
The ambition is to inspire new thinking and achievement across a wide spectrum of disciplines to produce ideas and concepts that respond to the many and varied challenges of modern urban living. The winning designs will be displayed in a special exhibition at the Royal College of Art in early 2009.
Professor Sir Christopher Frayling, Rector, Royal College of Art says, "At the RCA, our designers and researchers have long been preoccupied with both advances in automotive design and new patterns and products for urban living. The Toyota partnership with the College is a fantastic platform for our postgraduate creative community to develop radical design ideas that embody the spirit of the new iQ car. We've worked with Toyota as an industry partner in the past - this new project really turns up the volume on our relationship. We're delighted with it."
iQ is a perfect representation of successful problem solving. Toyota’s designers and engineers came up with a series of radical solutions that link together to create a car that is less than three metres long, yet has four seats on board. With no compromise in quality, performance or safety and with benefit of fuel-efficient and low emissions powertrains, iQ is ideally suited to urban life, addressing key issues of congestion, pollution and personal mobility.
The iQ’s revolutionary packaging is achieved through six space-saving, interlinked engineering innovations that represent a break-through in Toyota’s vehicle development. These innovations have been detailed in a special exhibit, which also includes an iQ vehicle, now on display at the Royal College of Art.
The Royal College of Art in Kensington, London, is one the world’s most respected centres for postgraduate art and design study. Its partnership programme with Toyota will run through to next summer.
Miguel Fonseca, Toyota GB Managing Director, said: “Toyota has a proud history of innovative design and technical excellence, qualities that are fully expressed by iQ. Not only does this remarkable new car mark important advances in automotive design, we believe it can also inspire and inform excellence in contemporary design and design thinking in general.
“We are proud to be working in partnership with the Royal College of Art, one of the world’s most distinguished and creative centres for learning. We are anticipating some fascinating and ground-breaking designs which will challenge current thinking about how we live our city lives.”
Anna Starling, account director at Brandwidth, said: “This partnership not only underlines the innovative urban design embodied by the Toyota iQ brand, it also sees Toyota forging links with some of the most exciting design talent around.”
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