• 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 Ñiguez

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

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.

The David Cup Madrid Finals is one the most relevant sports events in the world, and it will turn Madrid into the tennis world capital for a week.

The participation of Lexus as the official car for this sports event follows the brand commitment to turn from an automobile brand into a lifestyle brand. This partnership will provide a platform for the launch of the new Lexus UX 250h hybrid, the brand’s innovative premium compact crossover, which is currently launched in Europe.

Leo Carluccio, Director of Lexus Spain, explains “The Davis Cup is one of the longest-standing sports events in the world of tennis, dating back over 100 years; in 2019, this tradition will go side by side with innovation, with a new format. Both these values, tradition and innovation, are part of the Lexus DNA, accounting for a combination of takumi – Japanese craftsmen – craftsmanship, omotenashi – Japanese hospitality values – with its visionary attitude and its well-known and innovative hybrid technology.”

Furthermore, Lexus and the Davis Cup Madrid Finals share values such as the pursuit of excellence, a work-ethic culture, and teamwork.

During the event, Lexus will provide a fleet of 100 self-charging hybrid cars to drive around all the members of the teams taking part in the competition, as well as authorities, VIPs, etc. Over 500 people will commute every day from the city center to the Caja Mágica venue, where the tournament will be held.

Lexus cars are a mobility tool perfectly aligned with the mobility policies developed by the Madrid City Council and Regional Government, since all of the brand’s cars, being self-charging hybrids, have no usage limitations in areas such as downtown Madrid or in terms of antipollution protocols.

DAVIS CUP MADRID FINALS – AN INNOVATIVE FORMAT

The season-closing Davis Cup Madrid Finals will be held from November 18 to 24. As much as 18 national teams will first compete in a group phase, split into six three-team groups. The winners of all six groups and the two best second teams, based on the number of sets and games won, will qualify to the quarter-finals.

The rounds between countries in the Davis Cup Madrid Finals will comprise two singles matches and one doubles match, all of them played on the same day.

MADRID – SEAT OF THE DAVIS CUP MADRID FINALS

The arrival of the Davis Cup Finals to Madrid has been possible thanks to the joint commitment made by the Madrid Regional Government and the Madrid City Council.

The level of infrastructures in Madrid, as well as communications, hotel accommodation capacity, and cultural activities, were key pieces to securing the appointment of the tournament.

The Davis Cup Madrid Finals 2019 will be held in the facilities at La Caja Mágica, located in the Parque Lineal del Manzanares. For 2020, the venue chosen is the Madrid WiZink Center.

Not only will the Davis Cup Madrid Finals bring together national teams from 18 countries, including the best tennis players in the world, but it will also summon in the same venue and city, for the first time ever, tennis fans from 18 countries, who will turn Madrid into the world tennis capital.