If we reincarnated in a car we would want it to be a Lexus. And, as if that had already happened, all the guests who came to Milan to celebrate the arrival of the new LBX tried a car wash experience. Palazzo Bovara housed an installation that reproduced all the elements of a car wash tunnel. Between red brushes, exclusively designed (low) pressure shower heads and aesthetic cascades of bluish water for rinsing, we were able to come across well-known influencers (although they prefer to be called “digital content creators”, omitting their ability to influence) and well-known personalities from the world of Italian culture. There were the dancer Stefano de Martino, the actor Cristiano Caccamo and the singer Hadise Açikgöz.
The new LBX hybrid, the smallest Lexus to date, presided over the event, like a throne open to the public. And the guests sit in their seats to admire their qualities and enjoy the red seams that cover the black background of the upholstery. Who did not dream of driving it, did with traveling as a co-pilot. The vehicle unites the concept of youth (because of its size, its design, its versatility) and luxury, in a harmony without discord.
Among the attendees who traveled from Spain, accompanied by the communication director of Lexus Spain, Aurelio García, and the press officer Natalia Pérez, there were journalists from the most relevant media and people with powerful influence on the networks. For example, the content creator Alexandra Federicca (@afedericca), the founder of O2 Brand Consulting Carlos Herrera (@cherrerob) and the activist, writer and model Adriana Boho (@adrianaboho) were present. The choice of guests always responds to causes that are beyond numbers. In Lexus, communication is also different: the figures are not as decisive as the understanding, like the experiential, the sensory, the tone.
And in this effort to provide different experiences, Lexus will once again organize new meetings, this year, in London, Madrid and Paris: The extraordinary car park in London (from September 21 to 23); The extraordinary street gallery in Madrid (from October 26 to 29); The extraordinary bakery in Paris (from November 23 to 25).
And it is that this event in Milan has only been the beginning of a very special celebration. According to Tommaso Grassi, Head of Customer Experience and Communications at Lexus Europe, “the result of this first experience that has turned the ordinary into the extraordinary, in Milan, has been impressive and has allowed visitors to immerse themselves in the magic of the LBX and in our Lexus philosophy.
