• To show how Lexus’ all-new LBX makes the ‘Everyday Extraordinary,’ Lexus is transforming a traditional Parisian bakery into an ‘Extraordinary Boulangerie’
• Attendees will be treated to an exquisite selection of sensory and culinary experiences around pastry created by acclaimed Michelin-starred chef, Mory Sacko
• The event will be held at La Verrière du Marais on the 23^rd and the 24^th of November
• It is the fourth and final event in Lexus’ series of pan-European pop-up experiences ahead of the launch of LBX

To celebrate the launch of the all-new LBX - a landmark model for the brand - Lexus has held a series of immersive experiences across Europe throughout 2023. Each event focused on elevating ‘Everyday’ moments into the ‘Extraordinary.’ Following successful events in Milan, London and Madrid the series’ final iteration will be held in Paris - transforming the traditional corner bakery into an ‘Extraordinary Boulangerie.’

On the 23^rd and the 24^th of November, at La Verrière du Marais, 5 Rue Saint-Merri, Paris, 75004, Lexus is hosting the people of Paris for a moment to pause and recuperate from city life amidst the ultimate hospitality. Embodying the core Lexus value of ‘Omotenashi’ - the unparalleled hospitality at the heart of the brand - guests will be welcomed into a true culinary immersion, from its luxurious, curated menu down to the interiors and decoration of the expansive space.

Lexus is partnering with renowned chef Mory Sacko to bring the ‘Extraordinary Boulangerie’ to life. Mory Sacko will bring his revered touch to the event’s culinary experiences. 

The event will mimic the process of baking from the start to the end. Guests will move through the chapters of proving, baking and tasting before they see the plat du jour, where the all-new LBX will be plated up and surrounded by dynamic lights that match the 4 different colours of the LBX.

The highly Instagrammable proving cabinet will surround guests in a collection of effervescent bubbles that simulate the light and fluffy effect of proving in baking.

Next comes the baking stage, where guests will move through warm glows of light and calming ASMR sounds of crackling pastry will create an immersive, multi-sensorial experience.

Calling on Lexus’ proud Japanese heritage and Japan’s iconic cuisine, guests will be treated to a delectable choice of sweet and savoury foods that will be displayed on sushi conveyor belts.

The event will only be open for two days with a unique opportunity for guests to experience the LBX through a multimodal integration of sight, touch, smell and taste.

Tommaso Grassi, Head of Communication and Customer Experience at Lexus Europe, comments: “It has been wonderful to see the LBX philosophy brought to life throughout this year’s pop-up event series, as an innovative way to introduce the new model and all it stands for to our European audience. We are excited to round it off with our final event in Paris: this time focused on luxury culinary immersion. Partnering with the acclaimed Mory Sacko has been the perfect match, as he is the ultimate figure in contemporary French cuisine, naturally intertwining his passion for Japanese culture. I’m confident that our Parisian and international audience will truly feel how the LBX makes Everyday moments Extraordinary, through our reimagined boulangerie.”

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 here.

About Mory Sacko:

Mory Sacko opened his fine-dining restaurant,  MoSuke in 2020 - blending his love for Japan and its culture with French and African cuisine. In 2021, MoSuke was called out in the Michelin Guide and awarded his first star.

Image credit: Mory Sacko by Virginie Garnier

Moscow - During the opening ceremony, the artistic director of the exhibition, Fyodor Pavlov-Andreevich and the Manager of Lexus Marketing & Product Training, Elena Salakhetdinova, took the guests through the tremendous fantasy of invited artist Douglas Coupland.

Visitors of the exhibition, which will stay open until October 25th, will have the opportunity to start building the city of the future — a twenty-meter long construction intended to absorb and reflect the creative energy and the mechanics of cooperation between all participants.

John Thomson, Senior Director of Lexus Sales & Marketing, commented: “This year’s Lexus Hybrid Art will entirely be dedicated to pondering the future, and by inventing innovative ways to change and improve society, Lexus is gaining a sense of what form the future might take. Thanks to the innovative solutions offered by the curator and artist -as-director, the visitors will embark on a journey full of powerful visual, sensory and tactile impressions, gain the illusion of controlling a new reality of the future, plus experience the delight and the pleasure from getting in touch with it. Contemporary artists are united by their desire to create and achieve something unusual, deep, and totally new. At Lexus, we believe in the power of creativity that is capable of changing the world and creating a better future.”

Marcello Dantas, curator: “Douglas Coupland has consistently been an interpreter of the anxieties of the present about the future. His work often deals with the changes the notion of the future impacts on us. His metaphors of society, roles and trends have helped shape our contemporary understanding of where we are and where digital culture might take us. For me Coupland is not so much a contemporary artist but more of an artist of the contemporary”.

Douglas Coupland, artist: "Anticipation. Assembling the Future is a special exhibition where blocks meet Warhol’s Factory. It’s a large social sculpture that melts pop culture bonds with the Future. I have a dozen actors in a big hall on six rotating stages wearing specifically themed costumes given precise instructions on what to do: dance moves; the creation of building block forms. Attendees will be offered a chance to take these block forms to create an ad hoc ‘cityscape’ in the Manege hall’s central area. In the end I want people to come to the Manege and rethink the way we can collectively build groups and cities and new forms"

Exhibition Lexus Hybrid Art 2016 "ANTICIPATION. Assembling the Future "

Manege Central Exhibition Hall, St Petersburg, Russia

Open: October 12-25.

11am- 8 pm (Monday, Tuesday, Thursday, Sunday)

11am- 9pm (Wednesday, Friday, Saturday)

About Douglas Coupland

Douglas Coupland is a Canadian artist, writer, designer and journalist, and the author of the cult novel "Generation X" that became the manifesto of an entire generation. He is one of the engineers of the digital revolution, who, in his columns for Vice and Wired magazines as early as 20 years ago, managed to anticipate the events that have become an integral part of our present-day reality. He is a resident of Google Cultural Institute, a member of the Royal Canadian Academy of Arts since 2007, and of the French National Order of the Legion of Honour, plus the winner of two Canadian National awards in industrial design. Coupland’s focus is his research into the mass culture of the present and the digital world of the near future.

About Marcello Dantas

Marcello Dantas is a renowned Brazilian curator and documentary filmmaker who works on the borders between diverse art forms. He is responsible for innovating the concept of museology in Brazil, and employing unprecedented doses of technology, interactivity and multimedia resources to offer the visitor what he calls “an experience of total immersion”. Over the last 25 years, Marcello Dantas has curated the solo exhibitions of world famous artists including Christian Boltanski, Anish Kapoor, Tino Sehgal, Antony Gormley, Peter Greenaway, Rebecca Horn, Bill Viola and Laurie Anderson. Dantas was also the curator of the famous exhibition “Still Being” by British artist Antony Gormley in the Brazilian cities of Sao Paulo, Rio de Janeiro and Brasilia. The exhibition was the 7th most attended art event in the world in 2012, according to The Art Newspaper.

About Lexus Hybrid Art

Since 2010, the Lexus Hybrid Art exhibition has annually presented the works of the leading modern artists, whose artistic vision matches the philosophy of the Lexus brand. Over these six years the exhibition has turned into one of the most remarkable art events in Russia, in which over 70 artists have taken part — from rising stars to key figures of the contemporary art scene such as: Bill Viola (USA), Julio Le Parc (Argentina), Ivan Navarro (Chile), Gary Hill (USA), Conrad Shawcross, (UK), and the Marina Abramovich Institute, MAI. In previous years, Lexus Hybrid Art was held at Moscow’s largest exhibition centres, such as: Artplay Design Centre (2012), Moscow Manege Exhibition Hall (2013), VDNKH Exhibition (2014), Rossiya Theatre (2015).

About the Manege Exhibition Hall

The Manege Central Exhibition Hall has recently reopened after large-scale reconstruction, and has become one of the major exhibition centres for contemporary Russian and global art. The Manege Exhibition Hall is a co-organiser and a venue for Lexus Hybrid Art 2016. Manege is an early 19th century architectural monument. Facing the famous St. Isaac's Square and the Cathedral of the same name, it is one of the largest exhibition centers in St. Petersburg. Its opening after reconstruction in the summer of 2016 was one of the most important cultural events in the northern capital. Lexus Hybrid Art 2016 will be the first international exhibition of contemporary art held in the renovated space.