Drawing inspiration from the Japanese principles of omotenashi hospitality and takumi craftsmanship, and blending them with Lexus's innovative technology and bold design, we crafted an immersive experience for the LX600's global launch in Dubai.

 

This project reimagines the vehicle's presentation, showcasing its top features. The space harmonizes Japanese aesthetics with cutting-edge tech displays and interactive activations.

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Safwan Al Roufai - ME EVP

Karen Azzi - Project Manager 

Jude Al-Amin - Creative Lead

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This project was executed and delivered by the experiential department at VMLYR Dubai.