Lexus- RX site and digital launch
The concept: Lexus wanted to launch it's new Rx model in the Asian market, positioning it as 'a new generation of luxury' vehicle.
They wanted a site and social campaign that was interactive and would let people discover the design details of the new model in an engaging way.
We brought the story of the car to life by partnering with up and coming designers and public figures, who created a brand new piece of luxury within their field, using the new RX as their source of inspiration.
Dutch architect and bespoke furniture designer Camiel Weijenberg created a piece of luxy furniture inspired by the new RX's interior.
Koran/American molecular chef Dan Bark created a new luxury dining experience inspired by the advanced technology in the new Lexus RX.
Thai luxury fashion designer Kwankoa created a piece of luxury fashion based on sharp lines of the new RX's exterior.
Of course the site used responsive design for desktop and mobile. Each artist also promoted the campaign using their own social channels with materials pre-prepared in the toolkit. An extensive banner campaign for each of the artists which appeared on sites relevant to food, fashion and design places Lexus in catagories beyond automotive.
