Toyota's Newest Product Isn't a Car—It's a Gustav Klimt Art Show

Why is the world's largest automaker suddenly selling art? Toyota's latest venture isn't a vehicle, but a high-tech digital art exhibition, signaling a strategic pivot from merely selling cars to offering unique emotional experiences.

A Digital Canvas in Yokohama

The exhibition, which opened on December 20 at the Moveum Yokohama in Japan, immerses visitors in the works of Austrian masters like Gustav Klimt. Using advanced projection technology, the art is cast onto walls and floors, an initiative the Toyota group hopes will create a new touchpoint with consumers beyond the showroom.

Diversification Amid Slowing Sales

This move is the company's latest attempt to diversify its business. The push comes as Toyota reported a 2.2% drop in November sales, its first decline in 11 months. The company is actively exploring new revenue streams, from experimental smart cities to ultra-luxury sports cars, in an effort to create unique experiential value that it says will be intrinsically linked to its vehicles.