INTERSECT BY LEXUS is a unique, high-end space with locations in Dubai and Tokyo, and launched in NYC in 2015. It's where people can experience the ethos of the Lexus lifestyle without getting behind the steering wheel of their cars.
I was tasked with developing their brand across all touch points in the new space - hard goods, digital, social, display, interiors, and launch.
One of my favorite parts of this assignment was developing the launch event - where I built a hyper-experiental journey that excited all the senses as you travel through three different floors.
At its heart, INTERSECT BY LEXUS is a manifestation of omotenashi, a Lexus core value characterized by an unwavering commitment to exceptional hospitality. Neither a dealership nor a traditional retail space, INTERSECT BY LEXUS is a place for guests to be entertained, inspired and educated.
All three floors were transformed into a visual playground where we played with the senses using the elements of earth, wind, water, fire and wood. For example: Water turned into wind by putting your hands on an interactive ice sculpture. Earth turned into water by creating a psychedelic touchscreen dance floor. Ice turned into fire by creating a spicy, habanero flavored shaved ice dessert.