Luxury Experience
Lexus announced a global new brand positioning to reflect where the brand needed to move to for growth and success in the luxury mobility market.
Red Design Group was commissioned by Lexus to create a new concept design direction for Lexus Dealerships and Shopping Centres that provided the customer with a ceremonial customer experience that emanated from the Japanese tradition of hospitality – capturing the essence of Ometenashi.
Red designed a luxury experience that transitioned the customer through spaces that announce the brand heritage through the use of a palette of materials consisting of light oak timbers and fine details that are reminiscent of Japanese culture.
