Toyota experience centre celebrates grand opening

Toyota Motor North America is celebrating the grand opening of the Toyota Experience Center (TEC), the company’s first visitor attraction in North America.

The new attraction in Plano, Texas, is designed to showcase Toyota’s past, present and future, to both team members and guests. Visitors and staff can enjoy a series of interactive exhibits and eye-catching displays, created to honour the people who are responsible for the company’s success. JRA, the leading experience designer, is pleased to have been a part of this project for the mobility experts.

At the TEC, the journey begins with an insight into the Customer Experience, highlighting where Toyota representatives are in daily contact with their customers. Following on from this is The History and Heritage Gallery, which details the early days of Toyota in North America. This section includes 10 of Toyota’s most iconic cars throughout history, as well as well-known examples of the company’s early advertising.

Visitors can also view the Here and Now Gallery which focuses on the present-day. This section of the TEC illustrates current production models and the latest advertising campaigns.  Finally, the Manufacturing Experience and Sales Experience immerses visitors in Toyota’s manufacturing, sales and “continuous improvement” culture.

JRA Toyota Experience Center

Commitment to innovation

This new visitor centre puts Toyota’s commitment to innovation at the forefront – including a gallery of motorsports vehicles and an exhibit on the luxury brand Lexus. A visit to the TEC concludes with the “Innovation Space” and “Mobility Workshop” experiences.

The Innovation Space brings together a selection of Toyota’s technical advances and technology “firsts,” as well as celebrating the team members behind these projects. The Mobility Workshop is a working laboratory for robotics aimed at helping people, especially those with limited mobility or special needs, with a variety of tasks.

JRA provided the exhibit planning, design, and project management for the 44,000-square-foot centre. “Many of those working on Toyota’s campus may not have the opportunity to see the whole picture and experience manufacturing or robotics,” said JRA Senior Project Director, Rob Morgan. “The TEC gives them a place to come and see the various facets of this dynamic company. It also gives them a sense of pride by reinforcing the notion that Toyota Motor North America cares as much about its people as it does about its products.”

JRA Toyota Experience Center

Inspiring the team

TEC curator Cindy Knight adds, “We wanted to create a space that would not only educate team members about the past, present and future of Toyota in North America but also hopefully inspire them to see the part each of them plays in our continuing story.”

The Toyota Experience Center is located at 6565 Headquarters Drive, Plano, Texas. Tours are not currently available to the general public and visitors must be accompanied by a Toyota team member to gain access.

Other recent projects by JRA include the refurbishment of the Louisville Slugger Museum & Factory, and the custom design of the train and station for Morey’s Piers latest coaster, the Runaway Tram.