‘3D Sign’ merges image and spatial environment by imagining the Information Discovery area and the Sales Consultation area of the Toyota Scion Showroom as a three-dimensional sign. A 3-D sign challenges the conventions of the auto-industry showroom; it is at once flat and spatial, and it communicates both at a large scale (like a billboard) and at a small scale (like a personal computer).

The Interactive Media Panel is the agent of such a concept; it allows sales consultations and brand/product discovery to co-exist simultaneously. Customers can walk up to the interactive media interface and discover Scion culture, or “pull up a chair” for a consultation with a sales representative, or configure the showroom after hours for the next King of the Beats competition. The 3-D Sign re-imagines the auto-industry showroom as an interactive spatial experience.