Campaign Showcase: Lexus
It was the Japan Week Festival in London this week, hosted by our Japanese luxury car client Lexus at the Lexus Takumi Townhouse in Soho, to celebrate the design and craftsmanship unique to Japanese culture, and to the Lexus brand.
🇯🇵 The incredible attention to detail applied to Japanese arts and industry is synonymous with the Lexus brand. It was truly brought to life by a tattooist, a professional origami practitioner, sake brewers from KANPAI and Ueshima craft coffee makers demonstrating their skill at stunning themed stations.
🇯🇵 Our lifestyle team hosted consumer journalists at a private preview including writers for Elle, Harper’s Bazaar, Good Housekeeping, Yours London and The Player, who tried their hands at some of the crafts. The origami prawns demonstrated by Coco Sato were a particular hit - perfect chopstick holders!
🇯🇵 London tattoo artist Claudia De Sabe worked with Lexus on a special collaboration to create the world’s first Tattooed Car, the Lexus UX. This year, in honour of the Japanese Year of the Tiger, Claudia is working in a pop-up art studio to create an electrifying large wall mural of a Water Tiger, to commemorate the latest hybrid electric model, the NX450+, which is also on display at the event.
🇯🇵 The power of meditation is integral to Japanese culture. There was a taster mindfulness session hosted by teacher Christoph Spiessens, at which guests experienced a few minutes of calm and tranquillity away from the buzz of the event.
🇯🇵 Screenings of the film “Takumi: a 60,000 hours story on the survival of human craft” showed how Japanese craftsmanship endures in a world increasingly powered by AI.
🇯🇵 It was a vibrant evening at which Lexus offered a warm, omotenashi welcome to all.