1. LBX Milan Event Wrap-Up
EVERYDAY EXTRAORDINARY

LBX MILAN EVENT

Transforming the everyday car wash into something extraordinary, our Milan event helped launch the LBX All-New Self-Charging Hybrid. Encouraging guests to feel the Lexus magic of the LBX, discover exactly what unfolded, who attended, and what’s next for the LBX…

This month, Lexus launched the first of its four pop-up events to celebrate the all-new LBX: a landmark model for the brand and the smallest Lexus yet. Centred around making the Everyday Extraordinary, the event took the shape of a traditional car wash and was held at Palazzo Bovara in Milan, Italy.

Lexus welcomed guests between July 18 to 20, hailing from across the globe. Open to members of the public as well as senior stakeholders and VIPs, the guestlist included Stefano Di Martino, Cristiano Caccamo and Hadise.

THE EXTRAORDINARY EXPERIENCES: SOAK. SPRAY. FEEL.

The LBX-inspired installations focused on cooling moments and mindfulness, and guests moved through the space as a car would through an autolavaggio:

  • SOAK: Starting here, guests explored a series of overhead and vertical apertures, designed to envelop them in moving water - a sensation proven to be calming and meditative.
  • SPRAY: Next, guests walked through a tunnel of lights that echoed the choice of atmospheres available in the new LBX, to make luxury truly personal. Here, mist arches cooled the pulse points where blood vessels are closest to the skin, relaxing guests as they walked through.
  • FEEL: Paying homage to the car wash’s most recognisable feature, Lexus recreated a sensorial maze in a forest of lifesize rollers. Encouraging guests to slow down as they moved between static and moving columns, this section was a fan-favourite photo opportunity. Stepping beyond the artificial aromas of classic in-car air fresheners, Lexus brought its Omotenashi hospitality to Milan through a garden of serene natural fragrances. Guests were surrounded by yuzu and koyamaki scents and treated to a refrigerated towel.
EVERYDAY EXTRAORDINARY

EXTRAORDINARY MOMENTS FROM MILAN

A person at the Lexus LBX Milan Car Wash City Event
People at the Lexus LBX Milan Car Wash City Event
THE LBX SPIRIT

EXPERIENCING THE LEXUS PHILOSOPHY

Tommaso Grassi, Head of Customer Experience and Communications at Lexus Europe, comments: “I’m impressed by the result of our first Everyday Extraordinary pop-up event in Milan where so many guests had a chance to immerse themselves in the magic of the LBX and our Lexus philosophy. The installations provided us with mindful moments amidst busy city living, bringing to life the spirit of our newest addition.”

Lexus LBX at the Milan City Event

FEEL THE EXTRAORDINARY AT OUR NEXT EVENT…

In the second half of 2023, Lexus is bringing its event series to more locations across Europe, before the LBX launches in early 2024:

  • The Extraordinary Car Park in London, United Kingdom – 21 to 23 September 2023
  • The Extraordinary Street Gallery in Madrid, Spain – 26 to 29 October 2023
  • The Extraordinary Bakery in Paris, France – 23 to 25 November 2023

Guests can sign up for each event free of charge, once registration opens later in autumn, to experience Everyday Extraordinary first-hand.

WHAT'S NEXT?