- To celebrate the launch of the all-new LBX, Lexus is hosting a series of four pop-up event experiences across Europe that make the Everyday Extraordinary
- From July 19 to 20, the first event will take the concept of an autolavaggio (car wash) in Milan, elevating it into a calming, meditative space
- Exploratory installations will bring to life the styling and Takumi craftsmanship that defines the LBX
- Scheduled for market launch in early 2024, the LBX is a breakthrough compact crossover delivering no-compromise Lexus quality and premium experience
Lexus is holding the first of a series of pop-up events in a city that is renowned as the world’s fashion capital and synonymous with luxurious lifestyle choices.
In this central Milanese courtyard, a traditional autolavaggio (car wash) will transport guests into an LBX-inspired space beyond. However, this “car wash” is designed for people only - not their cars. Embodying Omotenashi hospitality - a value at the heart of Lexus’ brand - the event will help guests unwind in the city’s stifling summer heat. Each exploratory installation at the event will focus on cooling moments and mindfulness: mirroring the relaxing stages of a car wash while embodying the features and feel of the LBX.
Starting in the ‘Soak’ space, guests will enjoy a moment of relaxation as they wander through a series of overhead structures, kept completely dry while immersed in moving water. Cooling colours and shapes will cascade across the floor of the piazza, highlighting the calming benefits and fun of being in a car wash.
In ‘Spray,’ mist arches will provide attendees with a refreshing haze combating the Italian sunshine and cooling guests down.
Guests will have the opportunity to rest in ‘Scent’: a zen garden, harking back to Lexus’ Japanese heritage. Surrounded by the natural environment of lush foliage, cooling towels will promote a meditative experience and much-needed break from hectic city life.
Visitors will complete their sensorial feast with an infused iced water or classic Italian coffee at the Lexus Lounge, and a chance to explore the LBX vehicle on display - against a dynamic backdrop of billowing material.
Tommaso Grassi, Head of Customer Experience and Communications at Lexus Europe, comments: “This immersive experience in Milan humanises and brings to life the spirit of the LBX and is the perfect demonstration of how the car personifies the Extraordinary in the Everyday. We have chosen to host this event in the height of the Italian summer to showcase the zen feelings that driving the LBX creates through cooling activations. The LBX is a landmark model for the brand, offering a new entry point to our SUV line-up and bringing Lexus luxury to even more drivers across Europe.”
The event will be open to the public at Palazzo Bovara, Corso Venezia 51 on July 19 and 20, with an exclusive preview for media and VIPs on July 18. Guests will be able to book a ticket for public days free of charge via this website.
The LBX event series will continue in the second half of 2023 across Europe, to continue making the Everyday Extraordinary.