LEXUS WILL TRANSFORM CENTRAL PLAZA IN MADRID INTO STREET ART GALLERY TO CELEBRATE LBX
- Lexus unveils “Extraordinary Street Gallery” in Plaza de Colon in Madrid
- Prestige artists, such as the interior designer Fabián Ñiguez and the muralist Lidia Cao, will present 3D canvases in huge pink maritime containers
- Through immersive installations, different elements of the new LBX will be bought to life
- The gallery will be free for the public to attend from October 26 to 29
To celebrate the launch of the new LBX, Lexus is hosting a series of four pop-up experiences in European cities: Milan, London, Madrid and Paris. ‘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 October 26 to 29, Plaza de Colon in Madrid will be transformed by Lexus into an “Extraordinary Street Gallery”. Through the unexpected use of vast pink maritime containers, the public will be able to experience first-hand how an everyday square in the capital of Spain will be converted into an extraordinary space of art, design and technology which reflects the spirit of the LBX.
Various artists of recognized prestige, namely the architect and interior designer Fabián Ñiguez and the muralist Lidia Cao, will represent through 3D canvases, different qualities of the LBX in one of the most emblematic squares of Madrid.
The Lexus LBX will be the centre piece of the Agora, an unexpected installation where the old and the new meet to mimic the disruptive side of this new car.
Tommaso Grassi, Head of Customer Experience and Communications at Lexus Europe, comments: “After Milan and London, we’re excited to bring the all-new LBX to the heart of Madrid. Through an impressive street gallery, made of art installations that mimic the LBX’s impressive style and design we will show how our latest model makes the “Everyday Extraordinary”. We invite everyone to join us in this celebration of the all-new LBX in Madrid”.
For the creation of the LBX pop-up event on Plaza de Colon, Lexus Spain has partnered with the ADN Forum, an organisation that aims to promote design, architecture and culture in Spain.
Ahead of the launch of the LBX in early 2024, the fourth pop-up experience will be held in Paris from November 23 to 25. “The Extraordinary Boulangerie” will be the final instalment of Lexus pop-up event series.
The all-new self-charging LBX is the smallest Lexus to date, but it is worthy of its flagship status, challenging the traditional luxury hierarchy and changing the game for the brand in Europe. With its new profile in the consolidated range of Lexus crossovers, it offers a powerful appeal to a younger audience and to those who may not have considered owning a Lexus before. For more details on the new Lexus LBX, click here.
ABOUT THE ARTISTS
Fabián is a renowned and award-winning interior designer. He has achieved several awards, including the prestigious Architectural Digest AD100 list, and is recognized by the creation of refined interior spaces with a touch of irreverence.
Lidia Cao is an illustrator by the EASD Pablo Picasso of A Coruña. She is credited for her urban art, where she combines illustration and muralism in a very creative way.