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Creative

Mazda Celebrates Car of the Year Win with Dazzling Window Showcase

After winning the Canadian title, the temporary exhibit uses mirrors to show all aspects of the car

Mazda Celebrates Car of the Year Win with Dazzling Window Showcase

Mazda was awarded the title of Canadian car of the year for 2020 by AJAC (the Automobile Journalist Association of Canada) for the Mazda3. To showcase every angle of the award-winning sedan, Mazda is taking a cue from the art world with a new temporary exhibit outside of the Canadian International Auto Show in downtown Toronto.

The display encases the Mazda3 and the Mazda3 sport in two-way mirrors and dynamic lighting to create the illusion of endless Mazda3s. It draws inspiration from the cultural impact of Yayoi Kusama’s immersive mirror exhibit which took the Art Gallery of Ontario by storm this past summer. Both exhibits are a demonstration of Japanese artistry and innovation, and both captivate the viewer with the wonders of endless reflections. 

“The beauty of the Mazda3 is that there’s something to appreciate any way you look at it. We wanted to create a visual experience where anyone passing can get lost in its design,” says Neal Bouwmeester, director, marketing at Mazda Canada.

“We didn’t want to limit ourselves in terms of which side or angle of the Mazda3 we wanted to showcase – so we decided on all of them instead. I don’t think anyone has ever looked at a car like this before,” says Ari Elkouby, executive creative director, Wunderman Thompson Canada.

The installation runs for the entirety of the Auto Show (February 14th-23rd) outside of the Toronto Convention Centre on Front Street, and attendees are encouraged to share their photos with #MazdaMirrors. The exhibit was created by Wunderman Thompson Canada with media handled by Excelerator Media.

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Category: Automotive , Cars