Lexus continues to explore beyond the automotive sector and ventures into areas such as design and art. This time it has pushed the boundaries of luxury by organizing an immersive presentation of its new LBX model, open and free to everyone, last week at Plaza de Colón in Madrid. To create the event, Lexus partnered with ADN Forum, an initiative that promotes design, architecture and culture in Spain through innovations, and with artists, such as architect and interior designer Fabián Ñíguez and muralist Lidia Cao .
This outdoor space joins a series of pop-up experiences carried out by Lexus in four European cities. The exhibition includes six experiential spaces, made in huge pink shipping containers, that complement the urban art works. Infinite reflection in the form of a kaleidoscope, acoustic space and space with origami are some of the immersive installations, created to evoke sensations.
Last weekend the muralist Lidia Cao presented a work created exclusively for this event. Since 2018, her career as an illustrator has been combined with her mural work, which has led her to participate in various national and international urban art events in recent years. Her graffiti is part of a Lexus “urban gallery” and reproduces the qualities of LBX, such as a commitment to sustainability and innovation. Lidia Cao mixes harmonious and striking colors to represent the freshness and newness of the Japanese company. Furthermore, she fills the scene with vegetation and organic shapes, which symbolize a movement, that is, a path to new experiences with technologies designed for the environment.
The LBX hybrid model is the brand's smallest car and is the centerpiece of architect Fabián Ñíguez's Ágora. Inspired by ancient Greek culture, the pink Agora shows Lexus implementing new technologies while staying true to its ancient values. ADN Forum took place in Madrid from October 26 to 28. The brand's next and final event will be held at a bakery in Paris from November 23 to 24.
