A hybrid immersive experience buck designed to take CES visitors somewhere they never expected an automotive brand to take them
TOGG had a claim it needed to defend on the biggest stage in tech: that it wasn't building a car company, but a "third living space." CES 2023 was where that claim had to become tangible.
Beyond X was our answer. Not a vehicle, not a screen demo — a fully designed sensory experience that didn't explain the claim, it let visitors feel it. I led every part of it, from the spatial design and digital visuals to the music, scent, color, and the narrative arc of the experience itself.
Every other booth at CES was explaining what their product could do. We decided to make people experience what TOGG's future could feel like instead.
Working with Pininfarina, we designed the physical capsule first — the structure visitors would move through — then built the sensory layer on top of it: visuals, sound, scent, all choreographed to move someone from the noise of a trade show floor into a completely different state of mind, in minutes.
Transformation isn't just moving from A to B. It's designing the mind to move from A to B.
Idea
TOGG is a technology company. Showing a car at CES wasn't enough to prove that. We needed to give people a glimpse of automotive history's next chapter — not its current spec sheet.
The idea was simple to say and difficult to build: take a visitor from the chaos of a trade show floor to a concert in Tokyo, a breathing exercise in a forest, a walk through the rings of Mars — without them ever physically moving more than a few meters.
Form
A 15-meter LED tunnel leads into a circular capsule. The geometry was deliberate — a tunnel removes you from where you were, a circle gives you nowhere to anchor except the experience itself.
The capsule circular form serves as a blank canvas to showcase the current design DNA of our vehicles. It is crucial to establish a visual design language in every product that you create.
Function
Sound, scent, light, and motion were composed together, not layered separately. The fragrance shifted with the scene. The music built and released with the visual narrative. Nothing was decorative — every sensory element carried part of the transition.
Some visitors genuinely lost track of where they physically were. That wasn't a side effect. That was the design brief, fully realized.
Differentiation
Most concept booths at CES demonstrate a feature. Beyond X didn't demonstrate anything. It transformed something — a state of mind, a sense of place — and let the technology stay invisible.
While other automotive brands competed to show the most advanced screen or interface, we competed to make people forget they were looking at one at all.
Impact
Beyond X became one of TOGG's most talked-about CES presences — covered widely in press, and remembered less for its technology than for how it made people feel.
It gave "third living space" a physical, sensory proof point — turning an abstract brand claim into something visitors could carry with them after they left the booth.
This wasn't a car. It wasn't even a product in the traditional sense — it was a designed state of mind, and that required a completely different discipline than vehicle design. I owned every layer of it personally: spatial design, visual content, music, scent, color, narrative sequencing.
The hardest part wasn't building any single sensory layer — it was making them disappear into each other so visitors never noticed the seams. We weren't designing a transformation from point A to point B. We were designing a transformation that didn't need a physical destination at all — a mental one was enough.
Beyond X gave TOGG a presence at CES that no specification sheet could have delivered. It proved, sensorially, what the brand had only been claiming verbally — that TOGG wasn't just building cars, it was designing how people experience the future.