LAUNCH OF THE GS WITH ORIENTAL SOPHISTICATION

Klant

Lexus is the luxury brand of Japanese car-maker Toyota and was first introduced in 1989. These top-of-the-range vehicles are fully equipped with all the latest automotive technology.

Opdracht

To invite a select group of guests for the official launch of the new GS. To emphasise Lexus’s quest for perfection. The concept also had to exude exclusivity, arouse curiosity, be uniform in terms of communication and event, generate involvement and create lasting recall of the launch.

Oplossing

Comith based itself on elements from Japanese culture, incorporating European values such as refinement and respectability. We printed the invitations on reed matting, protected by a fuchsia silk cloth, which we sent out in a cylinder. At the event itself, the new Lexus was draped in a fuchsia cloth of Japanese silk. A geisha wrote the name of each ...