Toyota and BEAMS Collaborate on a Black Layered Theme

TOYOTA × BEAMS | Toyota × BEAMS

Toyota and BEAMS Collaborate on a Black Theme

A limited-time website, "BLACKBEAMS powered by \"202\"", is open until September 9th, expressing the world of the special edition Toyota Corolla Fielder \"202\" in collaboration with BEAMS.

Text by OPENERS

The Sophisticated Black of "202" Meets BEAMS' Selection

The special edition "202" of the Toyota Corolla Fielder features an exclusive black interior and exterior, dark metallic aluminum wheels, and a dedicated front grille. This website conveys the car's chic and cool image, which embodies a layered style that repeatedly emphasizes the appeal of sophisticated black, through style snaps showcasing "black" items selected from BEAMS' diverse lineup and outfits accented with black, as well as test drive impressions that explore the car's charm from multiple angles.

Total Direction by Kenichi Aono

The website's total direction is handled by Kenichi Aono, Creative Director of \"BEAMS Creation Lab\", which launched in April. This initiative aims to create new developments by leveraging BEAMS culture, including its \"objects\" and \"people\", along with individual expertise and relationships.

■ BLACKBEAMS Original T-shirt
Retail price: ¥5,040
T-shirt designed by Takeshi Hirooka, inspired by \"202\".
The gentlemanly atmosphere of the car is expressed through its emblem.

■ BLACKBEAMS Original Tote Bag
Retail price: ¥2,100
Like the T-shirt, this tote bag was designed by Takeshi Hirooka.
The layout, which resembles a smile, conveys the message \"Be happy riding in \"202\".\"

The TOYOTA Corolla Fielder special edition \"202\", clad in \"black\" with its inherent strength to remain untainted by any color. This website allows visitors to experience the charms of both brands, featuring BEAMS items that showcase the unexpected and diverse expressions of \"black\".

■ Limited-time website "BLACKBEAMS powered by \"202\""

www.blackbeams.jp

Period: Friday, July 9, 2010 - Thursday, September 9, 2010

Content: Introduction of "black" items selected from BEAMS' lineup (some available for e-commerce) / Sale of special items available only on this site (T-shirts and tote bags produced by BEAMS T) / Test drive impressions / Fashion snaps of various people wearing "black" / Music selections themed around "black", etc.