With digital content such as video and installations at its core, the team spent approximately a year developing the overall concept and refining the design proposals for the booth. The space unfolded across several zones, beginning with one where visitors could experience the future of “transportation,” followed by a zone showcasing the Isuzu Group’s concept vehicles, and then a zone presenting practical solutions designed to support future lifestyles. This progression allowed visitors to engage with the future of “transportation” while gradually building a deeper understanding of the future mobility and society envisioned by the Isuzu Group. In addition, the LED displays positioned around the perimeter of the booth were linked together visually, creating an immersive environment that conveyed the movement of “transportation” throughout society in a tangible, experiential way.

This installation allowed visitors to experience the future of “transportation” imagined by the Isuzu Group. Mobility was redefined not simply as a means of travel, but as “a space that creates new value,” illustrating the possibilities for expanding the value of space itself by “transporting” places that would otherwise remain stationary. The exhibition space was designed to resemble the interior of a bus, with LED displays installed at the front, on both side walls, and on the ceiling. Through the video content, scenery unfolded as though viewed from the bus windows. Three pieces were produced: “An Office Bus Driving Across Antarctica,” “An Art Museum Bus Traveling Through the Places That Inspired Famous Paintings,” and “A Ryokan Bus Touring a Future City.” The interior also included bus seats, handrails, and stop buttons, creating the realistic sensation of being on board.

This interactive experience allowed visitors to create original stickers based on the theme of the future of “transportation.” Visitors were photographed, and AI generated illustrations reflecting each individual’s features. In addition, using keywords selected by the visitor, the system automatically generated a short future-themed story connected to ISUZU / UD Trucks. After being displayed on an LED screen, the illustration was printed as a sticker together with the short story, giving visitors a keepsake they could take home as a memento of their booth experience.

This interactive content introduced the role of the concept vehicle VCCC (Vertical Core Cycle Concept), envisioned as a presence that supports well-being. An application was developed that allowed visitors to select and zoom in on four different stories: “carrying goods,” “carrying people,” “carrying places,” and “carrying support.” The experience was designed to feel as though visitors were peering into the Isuzu Group’s vision of circulation and co-creation in the cities of the future.

A diorama was exhibited to showcase the Isuzu Group’s transportation solutions. Acrylic buildings were arranged on top of a map displayed on an LED screen, creating a three-dimensional representation. The accompanying video clearly illustrated how various mobility challenges could be addressed, including autonomous driving and connected services that support “transportation,” and how these solutions could connect people, society, and the future.

Looping animations were created for the LED displays installed throughout the booth. Featuring brightly colored people and vehicles marching in time with upbeat music, the visuals created a lively sense of energy and unity, becoming one of the booth’s most iconic visual elements.