Lexus has announced the third event in its programme of events to “Make the Everyday Extraordinary,” heralding the launch of its all-new LBX compact crossover.
Following the transformation of a central London car park with an immersive light display that gets under way in Soho this week, the focus moves to Madrid and an Extraordinary Gallery that will be unveiled in the Plaza de Colon. Earlier this summer, the series opened with a multi-sensory experience designed around a car wash in the centre of Milan.
The public gallery, open from 26 to 29 October, will be constructed from unmissable bright pink shipping containers in one of the Spanish capital’s most prominent open spaces. A collection of 3D works by well-known contemporary artists will reflect the essence of the LBX in art, design and technology. The contributors are architect and designer Fabián Ñiguez and the muralist Lidia Cao.
The LBX will be the centrepiece of the Agora, an unexpected installation where the old and the new will meet to capture the new car’s disruptive character.
Tommaso Grassi, Head of Customer Experience and Communications at Lexus Europe, said: “After Milan and London, we’re excited to bring the all-new LBX to the heart of Madrid. Through an impressive street gallery, made of art installations that mimic the LBX’s impressive style and design, we will show how our latest model makes the everyday extraordinary.”
For the creation of the LBX pop-up event on Plaza de Colon, Lexus has partnered with the ADN Forum, an organisation that aims to promote design, architecture and culture in Spain.
Ahead of the launch of the LBX in early 2024, the fourth and final pop-up experience in the series, “The Extraordinary Boulangerie,” will be held in Paris from 23 to 25 November.
The all-new self-charging LBX is the smallest Lexus to date, but it is worthy of its flagship status, challenging the traditional luxury hierarchy and changing the game for the brand in Europe. With its new profile in the consolidated range of Lexus crossovers, it offers a powerful appeal to a younger audience and to those who may not have considered owning a Lexus before. LBX pre-sales are under way for UK customers with full pricing and ordering scheduled to begin in October. For more information visit www.lexus.co.uk.
*Article Source media.lexus.co.uk
