Lexus “Through the Lens”
Earlier this year Lexus hosted an experiential luxury lifestyle media event in Miami Beach, and at the “Lexus Mansion” on Biscayne Bay. “Through the Lens Experience” featured reveals of products that are not traditionally automotive, such as the Lexus Sport Yacht concept, which exhibited the brand’s brave imagination and bold willingness to express itself. The 2-day event also provided a unique platform to unveil the brand’s newest luxury supermodel, the 2018 Lexus LS 500 flagship sedan.
For Lexus, the “Through the Lens Event” was an opportunity to show the world the depth and range of the Lexus brand. “Over the past few years we have created a series of unprecedented events that allow us to tell our brand story in innovative and engaging ways to non-automotive media,” said Spiros Fotinos, Lexus’ Head of Global Branding and Marketing in Tokyo. “The immersive “Through The Lens” event is our latest effort which builds on the success of our previous activities and showcases the kind of audience engagement we want to continue to create.” “The event allowed us to showcase the Lexus brand’s perspective on different luxury lifestyle dimensions while providing our guests the unique opportunity to express their own perspective and creativity through a camera lens, guided by some of the world’s most renowned photographers,” said Fotinos.
In between these impactful reveal moments, which included a variety of unique activities, the media invitees participated in master classes with cinematic photographers at some of Miami’s most scenic locations. Photo sessions began at the “Lexus Mansion” on an island in Biscayne Bay, a location curated to align with the Lexus brand and style direction, where guests snapped images of the all-new flagship Lexus coupe, the LC 500 and LC 500h hybrid. Participants moved to the iconic 1111 Lincoln Road building to shoot the recently-announced LS 500 flagship sedan with Biscayne Bay and the Miami skyline as a backdrop.
Guests were also introduced to the Lexus Sport Yacht concept, powered by the same 5.0 liter V8 engines as many of the Lexus performance sedans and coupes. Later in the day Invitees were then shuttled by helicopter to the Palm Beach International Raceway, where guests experienced Lexus performance models, and were coached in advanced automotive photographic techniques.
Each venue experience offered cuisine prepared by Lexus Chefs, displays of Lexus Short Films produced in cooperation with The Weinstein Company and emerging directors, art and fashion from the annual Lexus Design Award at Milan Design Week, and other expressions of the Lexus brand. “Through The Lens” event introduced media to the depth and range of the Lexus brand in a novel and immersive format. The day ended with a dramatic reveal at the new Faena Forum gallery of the Lexus Skyjet from the sci-fi film “Valerian and the City of a Thousand Planets.” Dane DeHaan, star of the upcoming film, was at the Miami event to unveil the model of the Skyjet. The unveiling of the replica was choreographed to a dramatic lightshow. The design of the Skyjet bears similarities to Lexus’s hotly anticipated 2018 LC Coupe.