This October we presented the brand new Lexus LX.

The event took place in Saudi Arabia in collaboration with Louder agency.

An event of this scale and media coverage turned out to be historical for this country, since Saudi Arabia is just beginning to open itself to the world and has not yet hosted such global premieres. The event happened on the territory of the Tuwaiq Palace, where traditionally princes weddings take place, and it is located on the territory of the Diplomatic Quarter, an area where the embassies of various countries are located.

The presentation of the car was developed by Sila Sveta.

Yana Zakharova, General Producer: “This project was very important for us, because it’s cool to be the pioneers of not only a new car model, but also a whole country for the world community! We had to embody all our ideas in a very short time and in a foreign country, as well as to get acquainted with a completely different mentality, unusual for us, which became an additional challenge. But already during the brief, we made the customer fall in love with our ideas and suggestions, so we were confident in ourselves!”

The presentation consisted of a multimedia show, welcome words by Lexus representatives and an activation from Supercarblondie, a blogger who lives in Dubai and introduces new brands and models in her blog. Also, the event was attended by members of the royal family and ministers.

Artur Kondrashenkov, creative director: “When working on creativity and visual content, we went not from the technical features of the car, but from the philosophy of the brand in symbiosis with local culture, traditions and customs. For example, we used lavender a lot in the visuals, because it is considered the color of luxury in Saudi Arabia. Even carpets in this country are of this color, and not red, as in the whole world.”

For the presentation of the car, we prepared a multimedia pyramid inspired by local architecture, customs and traditions. This pyramid merged with a screen on the floor for breathtaking, impressive visuals. At a certain point, the rear screen pulled apart and the car entered the pyramid, accompanied by visual content. The show was based on the meanings that make up the philosophy of the Lexus brand. Digital artists concentrated not only on the technical part, but also on the emotions that the new Lexus LX gives its owner.

Dmitry Petrov, technical director: “During the implementation, some of the equipment had to be abandoned almost before the event, but this did not prevent the project from being large and spectacular... in the end, the show went great!”

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