• Lexus welcomed a plethora of guests to the first of four pop-up event experiences across Europe, to celebrate the all-new LBX
  • VIP guests, including one of Italy’s most well-known dance stars, Stefano Di Martino, actor Cristiano Caccamo and Turkish pop sensation, Hadise, joined the brand to learn how the LBX makes the Everyday Extraordinary
  • Held in Milan, the event resembled a traditional autolavaggio (car wash) and involved a maze of iconic, human-size rollers
  • Throughout autumn 2023, Lexus is hosting three more events in London, Madrid, and Paris

This month, Lexus launched the first of its four pop-up events to celebrate the all-new LBX: a landmark model for the brand and the smallest Lexus yet. Centred around making the Everyday Extraordinary, the event took the shape of a traditional car wash and was held at Palazzo Bovara in Milan, Italy.

Lexus welcomed guests between July 18 to 20, hailing from across the globe. Open to members of the public as well as senior stakeholders and VIPs, the guestlist included Stefano Di Martino, Cristiano Caccamo and Hadise.

The LBX-inspired installations focused on cooling moments and mindfulness, and guests moved through the space as a car would through an autolavaggio. Starting in ‘Soak,’ they explored a series of overhead and vertical apertures, designed to envelop them in moving water - a sensation proven to be calming and meditative.

In ‘Spray,’ guests walked through a tunnel of lights that echoed the choice of atmospheres available in the new LBX, to make luxury truly personal. Here, mist arches cooled the pulse points where blood vessels are closest to the skin, relaxing guests as they walked through.

Paying homage to the car wash’s most recognisable feature, Lexus recreated a sensorial maze in a forest of lifesize rollers. This section, titled ‘Feel,’ forced guests to slow down as they moved between static and moving columns - and was a fan-favourite photo opportunity.

Stepping beyond the artificial aromas of classic in-car air fresheners, Lexus brought its Omotenashi hospitality to Milan through a garden of serene natural fragrances. Guests were surrounded by yuzu and koyamaki scents and treated to a refrigerated towel.

The event experience culminated with the iconic LBX vehicle itself: displayed against the dramatic moving backdrop of billowing fabrics. Guests could explore the condensed beauty and contouring of the premium compact SUV close up, and admire the Takumi craftsmanship incorporated throughout.

Tommaso Grassi, Head of Customer Experience and Communications at Lexus Europe, comments: “I’m impressed by the result of our first Everyday Extraordinary pop-up event in Milan where so many guests had a chance to immerse themselves in the magic of the LBX and our Lexus philosophy. The installations provided us with mindful moments amidst busy city living, bringing to life the spirit of our newest addition. As the first of four pop-up events across Europe this year, we are looking forward to showcasing Lexus accessible luxury to more people throughout autumn.”

In the second half of 2023, Lexus is bringing its event series to more locations across Europe, before the LBX launches in early 2024:

●        The Extraordinary Car Park in London, United Kingdom – 21 to 23 September 2023

●        The Extraordinary Street Gallery in Madrid, Spain – 26 to 29 October 2023

●        The Extraordinary Bakery in Paris, France – 23 to 25 November 2023

Guests can sign up for each event free of charge, once registration opens later in autumn, to experience Everyday Extraordinary first-hand.

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/.