Team One and Lexus wanted young creative visionaries to think of Lexus as a desirable brand. What they didn’t want was an ad campaign.
I presented them with a plan to redefine car ownership and turn Lexus owners into a community of cultural patrons.
Luxury is no longer defined solely by price. It's about enhancing our lives through culture, community, and shared values.
To this end, I developed the concept of the Lexus Curator - a platform that empowers car owners to curate art, music, and fashion that will be directly integrated into the Lexus experience. Now, owning a Lexus is about more than a car. It's about becoming a creative visionary and curatorial partner of the brand.
As a Lexus Curator, owners can vote on proposals to select the pieces for Lexus to purchase. Each selection supports independent artists and provides them exposure through Lexus showrooms, media, and annual events. By involving the Lexus community in shaping the brand’s identity and values, this collaborative initiative fosters a sense of ownership and engagement while positioning the brand as a champion of creativity, innovation, and partnership.
The Lexus Collection is a groundbreaking investment in the future of culture. Each work of art, music, and fashion acquired through Lexus patronage showcases the brand’s commitment to the next generation of creative visionaries while strengthening long-term customer loyalty.
The Collection developed by Lexus Curators marks a new era of luxury—one where culture, collaboration, and curation set the standard.