Bangkok--Jan 13--Toyota Motor Thailand
Mr. Ryoichi Sasaki, President of Toyota Motor Thailand Co., Ltd., Prof. Khunying Suchada Kiranandana, President of Chulalongkorn University and Mr. Paiboon Waiquamdee, Executive Vice President, held a joint press conference at the launch of “The Style by Toyota,” a new rendezvous for teenagers in the style of “Edutainment” at the Siam Square, on January 12 2006.
Toyota Motor Thailand Co., Ltd., launches “The Style by Toyota” to promote teenagers’ learning in the Thai society, thereby promoting the creation of a learning community among new generation who are filled with constructive ideas, self-confidence and the desire to search for information and data relating to new technologies. And The Style by Toyota will be a new place that adds colors to learning which is combined with entertainment, resulting in “Edutainment”, which will be another place designed to present substantive subject matter on technologies, interspersed with data and information, movements in the world of entertainment, fashion, music, sports and different branches of arts. It is also a place where teenagers will be able to freely show off their talents and abilities, as well as their constructive ideas.
The principal idea of The Style by Toyota is the construction of a building with unique characteristics, with the aim of becoming an “Edutainment Center” to provide fun and enjoyment, as well as to encourage teenagers to come up with constructive ideas in the areas of their own interest. The Style by Toyota is located right in the heart of the center where Thai teenagers assemble—“the Siam Square”—on a 1000-square-meter plot of land. The area is divided into three sections as follows:
Section 1 areas: Consists of ECO Caf/Registration/Center Display/IT Terminal/Digital Content/Product Message/Ubiq Window/Giant Plasma/LED
The Style Caf feels and taste bakery, together with beverages presented with the ideas of “Mix & Match” which can be designed by the customer as he or she pleases. Customers can choose their own menu by using the touch screen computer, as well as feel the touch of Toyota ECO Technology. It focuses on the customers’ feeling of having preserved the environment. The surroundings of the ECO Cafe’ consist of decorations in green.
Registration where one can easily register to tour the center. The first registration will enroll the customer as a member of The Style by Toyota. Members are entitled to get a password for the next visit. All they have to do is show their user name and password; and the special privilege for members is that they will be able to gain access to the Style by Toyota website from anywhere, in order to be able to register to join different types of activities and workshops.
Center Display the area is used for a mixture of activities and for presenting Toyota products through a variety of activities organized within the building. The presentations focus on Toyota products and Toyota-related products, i.e. prototype cars—to present the state-of-the-art Toyota technology that will continue to change with new ideas and special occasions.
IT Terminal The age of IT technology enables us to create digital content from which teenagers may search for valuable information and data in which they are interested; they may conduct investigation and probe for educational purposes. The purpose of IT terminal and digital content is to prepare information and data that can easily be accessed—information and data that are appropriate for teenagers’ interest, up-to-date, diverse in topics, i.e. music, fashion, movies, arts and designs, sports, technologies and the movements of the community, using high definition computer system, topped with graphics and pictures. Digital content will be updated regularly every month; and teenagers will get information and data that are more up-to-date than what they can find in text books or magazines, because of the fact that digital content is an exclusive version presents information and data on eco technologies, concepts for car designs, and news on the movements, Toyota motor sports activities, information on Toyota Yaris products, and information that is of interest to teenagers, using attractive presentation methods.
Ubiq window command systems will consist of various types of software. In this zone, visitors will be excited about the giant touch panel screen and interactive software.
Giant Plasma This giant plasma, with high definition resolution, creates an exciting environment that captures the eyes and stimulates the minds of teenagers in the Siam Square area.
LED the 200 Sqm. transparency LED screen, the biggest screen in Asia, creates an impressive image of this state-of-the-art building by VDO image and graphic animation.
Bluetooth Community Wireless Community Connecting information through mobile phone with Bluetooth technology, which is now popular among the teenager, plus Wi Fi System.
Section 2 areas: DJ Booth/Design Lounge
DJ Booth The concept of the DJ Booth is the creation of an environment using trendy music and live bands, together with new generation professional DJs who present Toyota information and data, using jingles, ad spots aimed at the target group of teenager customers who are trendy, groovy and funny. Show programs take place everyday.
Design Lounge Vibrant clarity zone The purpose of the Design Lounge is to present the concepts of Toyota international auto designs. The “Vibrant Clarity” area has been earmarked for enjoyment and relaxation, to avoid confusion and commotion and noisiness characteristic of the Siam Square. At the same time, it serves as a Book Cafe’ that functions as a design library.
Section 3 areas: Event/ Workshop
Event / Workshop has been prepared for the diversity of activities that change with each period of the day. Specialists, professionals and celebrities are invited to be speakers. It promotes and supports high school and university students alike to take part and show off their talents and abilities. Toyota could see that organizing these contests will provide opportunities for teenagers to show off their ability and talents; the contests will challenge them to show the power of their constructive ideas. The activity room will be fully equipped with light-sound-and-picture equipment. The areas on the second floor are prepared and equipped for special activities, and activities can be organized continuously. Toyota provides full support for this, and hopes that it will stimulate high school and university students alike to use these areas to fully and entirely show off their special abilities and talents.
Mr. Sasaki said, “Toyota expect that The Style by Toyota will help promote and develop the potential of Thai teenagers, because now there is another place of learning that is modern, fun, enjoyable and appropriate for their age. This place will also serve as another rendezvous—a meeting place—for Thai teenagers, which will help them grow up to be the nation’s valuable personnel in the future. We wish to thank Chulalongkorn University for the wonderful support they have given to, yet, another of Toyota’s projects.” End.