Mazda Autoshow

A Thinkingbox autoshow activation for the new Mazda3, built around the Japanese design principle of ma. I led the UI interaction design across the dual-screen experience.

The brief wasn't about the car. It was about the space around it.

Mazda's autoshow activation for the new Mazda3 was rooted in ma: the Japanese principle that essence lives not in the object, but in the negative space surrounding it. The activation honoured that, returning the brand to the fundamentals of Japanese art and design.

As part of the Thinkingbox motion team, I designed the UI interactions across two screens that formed the core of the installation. The motion had to embody the concept: intentional, restrained, with room to breathe. Nothing decorative. Nothing more than it needed to be.