Cuyana in Motion Explores New Uses for Underutilized Space
Designed in collaboration with Toyota’s R&D Lab and San Francisco-based fashion company Cuyana, Cuyana in Motion is a flexible and adaptive new approach to retail design. The mobile concept, which is currently at Platform in Culver City through July, will travel to additional locations in the coming months. The concept offers brands the chance to interact with and test new markets while providing an opportunity for mall operators and other retailers to re-provision underused space.
An easily reconfigurable framework, the Toyota Agile Space concept was developed using a modular approach that responded to assembly and transportation requirements, standard parking space dimensions, retail program needs, and overall visibility and impact. The resulting prototype is an inviting experience at home in different contexts.
Cuyana in Motion creates an elevated environment to bring the brand’s ‘fewer, better’ philosophy to customers. The central “lantern hub” welcomes guests under a translucent fabric scrim, telescoping upward during operation to create a striking presence from a distance and a sense of volume and openness upon entry. Natural light floods the interior during the day, while a soft glow emanates from the space at night. The lantern hub was designed to lower easily to a compact form for transportation. The concept’s merchandise space offers direct engagement with Cuyana products with thoughtful detailing and materials that reflect its commitment to the art of design, quality and sustainability. Renewable bamboo flooring, salvaged oak inspired wall surfaces detailed in a fluted profile, and brass accents create an organic and refined interior. Crisp white countertops complete the palette, providing a neutral backdrop to Cuyana’s products.