Dubai to host key Lexus event
Dubai, May 5, 2013
Dubai has been selected together with two other global cities to host ‘Intersect by Lexus’, a unique space where people can experience the brand without getting behind a steering wheel.
Neither a dealership, nor a traditional retail space, guests will be able to engage with Lexus through design, art, fashion, culture, movies, music and technology, a statement from the leading car manufacturer said.
The space will be developed by Masamichi Katayama, the world-renowned interior designer and founder of the interior design firm Wonderwall. The first ‘Intersect by Lexus’ will open in Aoyama, Tokyo, in the summer of 2013, followed by locations in New York City and Dubai.
“The UAE automotive market is witnessing substantial growth in the luxury segment, and the investment in such unique facility is testament to the UAE’s importance as a global market for the Lexus brand,” said Saud Abbasi, general manager, Al-Futtaim Motors – Lexus.
Within the space, Lexus will display exclusive retail items ‘Crafted for Lexus’. Lexus commissioned Japanese artists to create unique pieces that are inspired by the brand’s philosophy - traditional craftsmanship with timeless beauty and innovative form and function.
In its ongoing pursuit of innovation, Lexus is pushing the boundaries of technology, craftsmanship and design, the statement said.
A new lifestyle magazine, Beyond By Lexus, will feature Lexus vehicle information as well as stories on travel, architecture, art and design from a global and regional perspective. The magazine will be published two times yearly and translated into numerous languages around the world.
The Lexus Design Award is a competition to inspire the next generation of designers, by having them demonstrate their creativity and be recognised for their accomplishments. The prestigious award was announced in Tokyo with the top two winners earning the opportunity to work with mentors Sam Hecht and Junya Ishigami. Their works were displayed at Museo della Permanente in Milan, Italy, during Milan Design Week.
Lexus is also supporting emerging directors from around the globe, commissioning them to bring five wonderful stories to life as short films. The stories are beautifully told and explore the theme that ‘life is amazing’. They will debut at various film events around the world and be featured on the Lexus global website later this year, it said. The world premiere event will be held at the 2013 Festival de Cannes.
The brand will launch a global advertising campaign with the theme ‘amazing in motion’. Featured in the campaign are spectacular larger-than-life human figures, the statement said. High-technology 3D printing was combined with fine craftsmanship to create the figures.
Lexus materials, including bamboo and walnut found in the interiors of Lexus cars, as well as exterior paint, were used to construct the figures. – TradeArabia News Service