LRG + TOYOTA RAV4
FOR DUB MAGAZINE
LIFTED RESEARCH GROUP
DUB Magazine is a North American publication that covers the urban custom car culture. They reached out to the marketing department of LRG to collaborate on a project they have with Toyota. In a multi-issue series, DUB Magazine has customized various models of Toyota’s 2015 line in order to tap into a wider market. Prior issues saw the Toyota Yaris and Sienna customized by DUB and various other sponsors. Because DUB Magazine shares a similar demographic, the idea was for LRG’s creative department to customize the Toyota Rav4 for their August / September issue.
ROUND ONE CONCEPTING
Before tackling the art direction and concept development, my initial concern lay with the car’s exterior customization. After researching trends in custom car culture and viewing countless examples, I came to the realization that the exterior customization was equally as important to representing the brand. I spent some time studying the design of the Rav4 to determine the approach to take. I decided that styling the car in an Asian import street racing fashion (the approach DUB Magazine took with the previous Toyota models they customized) would be a mistake because it would work against the initial design of the Rav4. I took inspiration from European rally cars since the Rav4 shares similar design elements. Rally cars are typically 4WD hatchbacks or wagons and have an off-road feel to them. This approach was perfect for a compact sport SUV.
The exterior design draws from comments made during a meeting with DUB / LRG / SONNY DIGITA where initial designs were reviewed. Art taken from concept one is merged with the aesthetic approach of concept three and pushed further with a stronger off road theme. Digital maple camo print was developed along with 12 detail points that helped build out the entire design.
The interior expands on the exterior of the vehicle while being a strong design in itself. While the exterior utilizes art to cause a visual impression, the interior makes use of a combination of various high quality materials as well as accessory upgrades. Materials seen below are black ostrich leather, perforated and full grain leathers, poly mesh and nylon for certain trims and accents.
The inspiration for the RAv4 design carried over to the apparel. Apparel trends from auto sports (mainly nascar and rally racing uniforms) are applied to the capsule collection. The outcome is product that is visually striking, well branded, trend right, and compliments / promotes the project.
The LRG x DUB Magazine x Sonny Digital Rav4 was finally completed and shipped off to Atlanta to be revealed on July 30th at an event to honor Sonny Digital with an award for his song “Tuesday” getting platinum status. The final Rav4 appeared in various auto shows and apparel tradeshows before being sold at auction for charity.