Milla Jovovich, actress and model, starred in the world’s first ever drive through immersive theatre experience, to launch the new Toyota C-HR. The seven-scene interactive production saw over 100 guests immersed in the story of one amazing fictional night as they flowed through five European cities, including Berlin, Milan, Paris, Barcelona and London.
Speaking about the event, Milla Jovovich said: “I was thrilled to be asked to be a part of this event – I love that immersive theatre takes everyone on a completely unique journey and that no one experience is the same. It’s something I’ve always wanted to do, so when Toyota approached me with the idea, I was intrigued and knew I had to be a part of it. The C-HR is a completely new concept for Toyota – rooted in style and quality. It’s a beautiful looking car and incredibly stylish inside. The brand is always looking for ‚a better way’ to design or do things – and I’m a huge fan of that philosophy. Bringing everything to life was a creative challenge, but we found our flow eventually…and we hope everyone who came to the event left feeling inspired to find their perfect flow too.”
Jan Verhaegen, Manager Brand and Marketing Communications at Toyota Europe said: “The C-HR is a completely new concept for the Toyota brand and totally different to anything we’ve ever created before. As such, we knew we had to launch it in a way that was innovative, unique and would bring to life the sense of ‚flow’ that the car embodies. ‚The Night That Flows’ captured not only the dynamic and innovative character of the C-HR, but also showcased exactly why it is the ultimate car for people who want to flow through life.
