At Art Basel Miami Beach, Lexus transformed the beachfront behind the W South Beach into a two-part activation that positioned Lexus as more than a brand—but a cultural catalyst. By day, the footprint served as a beach club, and by night…a unique intimate culinary experience featuring Lexus Culinary Master and celebrity chef, Kwame Onwuachi.
The dual experience—attended by influencers, press, and tastemakers—saw a reach of 39M, and an EVM of $3.5M.
83% of visitors reported a positive perception of Lexus, and 68% said they are more likely to purchase a Lexus in the future.
