In support of the global reveal of the 2013 Lexus GS, Team One created an experiential tent that increased awareness and interest for the vehicle amongst attendees of the 2011 Pebble Beach Concours d’Elegance.
To showcase the progression of the GS, Team One produced interactive screens highlighting the progression in four categories of the vehicle: Entertainment, Navigation, Illumination and Vehicle Dynamics. These screens allowed consumers to witness the technological advancement found within the GS in an unconventional way. In addition, Team One produced three conceptual drinks based on the three pillars of the vehicle: Design, Technology and Performance.
These uniquely crafted drinks, named Beauty, Brains and Brawn, were a fun and refreshing way to make attendees remember the vehicle attributes.