Festival crowd walking past the Toyota Paradise Park tent and signage at Stagecoach

ToyotaA Decade of Activations

The vehicle stopped being a sponsor and became the venue.

Ten years of festival work — Music Den, Sienna Car of the Future, Paradise Park and Camp Green — that turned sponsorship into places fans chose to spend their day.

01

Paradise Park

Stagecoach Festival entry sign at golden hour

Toyota Tundras staged on the dirt course at Paradise Park

Guests gathered at the Paradise Park bar built around a Toyota Tacoma

Toyota Tundras drifting on a dirt course at Stagecoach

Toyota Tacoma food truck with flamingo styling at Paradise Park

Guests hanging out inside a blue Toyota Corolla at Stagecoach

Custom silkscreened posters lined up at Paradise Park

Fans playing cornhole in front of a Toyota Camry at Paradise Park

02

Music Den

Toyota Music Den tent with the Chicago skyline behind the Lollapalooza crowd

Toyota LOUD tent activation packed with fans at Lollapalooza

DJs performing under the Toyota Music Den LED wall

Toyota Music Den disco ball with fans gathered under the tent

Illuminated Toyota Music Den stage lit in pink and green

DJs performing under Music Den signage at the Toyota festival stage

Lineup of wrapped Toyota vehicles beside the festival main stage

Wrapped Toyota parked on a skate ramp at the festival activation

Lollapalooza flag with skyline artwork at the Toyota Music Den

Fans gathered beneath Toyota Music Den signage at the festival

Graffiti-wrapped Toyota Corolla parked at Lollapalooza

Fan wearing a Lollapalooza scarf photographed at the Toyota activation

03

Car of the Future

Car of the Future stage build lit in magenta with the Sienna on display

Toyota Sienna Car of the Future in a pink neon lit environment

Toyota Sienna staged in a red-lit room beside an oversized boombox build

Car of the Future stage build lit in violet with geometric Memphis graphics

Toyota Sienna wrapped as a red vintage boombox at an outdoor activation

BMX rider mid-air with a lit Sienna at a neon-lit event

Detail of the Sienna Memphis-inspired geometric wrap

Close-up detail of the Sienna in a pink and black wrap

Portrait of a festival guest in front of the Toyota boombox stage build

Toyota Sienna presented on the Latin Music Week stage in Miami

04

Winter Campaign 2024–25

Toyota winter village footprint built into a snow-covered resort base

Red Toyota Tundra in U.S. Grand Prix livery parked in the snow below the mountain

Graphic-wrapped Toyota parked among Toyota signage in the alpine village

Interior of the Toyota geodesic dome lounge with branded panels and lounge seating

05

Winter Campaign 2025–26

Wrapped Toyota SUV silhouetted against low winter sun on the mountain

Guests seated in the Toyota mountainside lounge under branded canopies

Toyota wayfinding signage and fireside hangout in the snow-covered village

06

Swim Activation

Toyota swim activation tent with a vehicle on display beneath printed canopy graphics

Guests gathered around a Toyota vehicle inside the swim activation tent

Staff member running a touchscreen leaderboard at the Toyota swim activation

07

Track Activation

Toyota track activation footprint with printed canopies and banner system

Environmental graphics wall with athlete illustrations inside the Toyota track activation

Guests playing the Toyota Tundra claw machine at the track activation

08

Camp Green

Camp Green tent activation with a white Toyota Prius under a pastel sky

Portrait of a Camp Green guest in a bucket hat at the Toyota Prius activation

Toyota Prius Camp Green mini-golf hole design

Two guests holding Camp Green towels at the Toyota Prius activation

09

Vehicle Branding

Toyota Corolla wrapped as a retro highway road sign inside the tent

Toyota Camry parked inside the Low Key activation build

Toyota interior showing branded festival messaging on the dashboard screen

Related

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Völkl athlete lit from both sides in near darkness, holding a red Vostra racket

Creative Direction

Völkl Tennis — Vostra V9

Rule Your Beat neon environmental wall glowing over the Burger King activation at night

Billboard × Burger King — Rule Your Beat