LEXUS UNVEILS IMMERSIVE LIGHT EXPERIENCE IN LONDON TO CELEBRATE LBX LAUNCH
- To encapsulate how the LBX makes the ‘Everyday Extraordinary’, Lexus is creating a design-led, immersive art display, elevating the experience of an ordinary underground car park
- This multisensorial event reflects the LBX’s roots in style and design, involving striking and interactive light installations
- Held in Soho, London from September 21 to 24, the ‘Extraordinary Car Park’ is open to the public and free of charge to attend
- This event marks the second in Lexus’ series of LBX pop-up experiences around Europe, following Milan’s Extraordinary Car Wash in July
In celebration of the all-new LBX - a landmark model for the brand - Lexus is hosting a series of four pop-up events around Europe, with the second being held in London, United Kingdom this September. Making ‘Everyday’ moments ‘Extraordinary’ is at the heart of the LBX: a hybrid compact SUV that is remarkable in design yet practical for daily city driving. Each event focuses on elevating day-to-day experiences and reimagining the vehicle through immersive installations.
From September 21 to 24 at QPark, 51 Poland Street, W1F 7ND, London, Lexus is hosting a sensational art experience, filled with eye-catching lights in a warming colour palette in line with Lexus’ brand world. This design-led event showcases how style is a central concept to the LBX - Lexus’ smallest vehicle yet - with its condensed beauty and vibrant shapes from every angle.
Whilst appearing like an everyday car park, guests will be transported through the theatrical facade into an LBX-inspired space beyond. Travelling through the event as a vehicle would through a car park. The LBX is positioned as the energetic heart of the experience, demonstrating how the new model makes the ‘Everyday Extraordinary’.
Guests will move through LED archways and canopies of lights as they explore the event space, providing the perfect content opportunities for social media enthusiasts. From fields of undulating light bulbs triggered by voice activation, to heart rate monitors influencing a display of LED batons, the Extraordinary Car Park is a truly immersive art experience.
Omotenashi is a value central to Lexus - meaning unparalleled hospitality - which is encapsulated in a relaxing space to enjoy refreshments, complete with calming, ambient music.
The final installation displays the iconic LBX itself; a chance to appreciate the Takumi craftsmanship incorporated into each and every stitch in this premium compact SUV. An adjacent gallery wall of images showcasing the LBX’s interior colourways, and how the brand’s latest model makes luxury personal.
Guests can sign up to attend free of charge here.
Tommaso Grassi, Head of Customer Experience and Communications at Lexus Europe, comments: “Following the popularity of our first LBX pop-up event in Milan, Italy, we are delighted to bring accessible Lexus luxury to even more people through the Extraordinary Car Park in London. This multisensory event will share the LBX’s message of making the Everyday Extraordinary, through artistic installations that call out the new model’s roots in style and design. We are excited to welcome guests again with our signature Omotenashi hospitality this September.”
Before the LBX launches in early 2024, a further two events will be held in Autumn/Winter 2023:
- The Extraordinary Street Gallery in Madrid, Spain - 26 to 29 October 2023
- The Extraordinary Boulangerie in Paris, France - 23 to 25 November 2023
About the LBX:
The all-new, all-hybrid electric LBX is the smallest Lexus yet, but fully deserving of its status as a landmark model, one which breaks down the traditional luxury hierarchy and which will be a game-changer for the brand in Europe. As a new shape within Lexus’ well-established SUV line-up, it offers strong appeal to a younger audience and those who may not have considered a Lexus before.
Learn more about the all-new Lexus LBX at https://newsroom.lexus.eu/world-premiere-of-the-all-new-lexus-lbx/.