Lexus Emerge
TEAM: Emerald Grippa, Creative Brand Manager; Jamie Ikley, Experience Designer; Jemimah Ekeh, Experience Designer; Andrew Krysinski, Creative Brand Manager
expertise
Experience Strategy
3D Design
2022
The Ask
Get diverse, culturally-and technology-progressive Generation Z creative visionaries to see Lexus as a desirable and relevant brand by behaving in ways that get Lexus noticed, discussed, debated or experience in pop and mass culture.
Background
01
In Interviews we found that Gen Z creatives defined luxury as investment + ease of life + craftsmanship
02
86% Of young people say there will be a greater desire to connect with local communities & emerging talent in the future.
03
74% Of Gen Z believes that creativity will be the most important skill in the workplace.
The Opportunity
Lexus needs to meet Gen Z where they are.
Lexus Emerge: a creative collaboration between emerging artists to showcase new works of art, culture and entertainment to new audiences.
Concept
Focus on areas outside of NYC and LA highlighting emerging talent. (note: speculative work ahead)
Location: Philadelphia
Why: Thrillist nominated Philly as one of the best U.S. cities for creatives due to its diversity, strong art scene, and emerging creative communities.
The Talent: Jessie Katey
Why: Based in Baltimore, this artistic duo are already centering their in community and public art. With collaboration with Facebook and Philly, they were the perfect fit for Lexus emerge.
After selection of city and talent, Lexus Emerge establishes artist residences to extend the talent's connection with the city's creative community and the Lexus brand.
The Experiences: The Pop-up
This activation serves as an opportunity for Lexus Emerge artists to showcase new work through a mobile experiential experience. You can find this experience at local festivals like the Adult Swim Block Party in Philadelphia, PA
Lexus Emerge Pop-Up (Sideview)
in this example the Jessie and Katey's artwork is transformed into a wrap around a shipping-container size exhibition space
Lexus Emerge Pop-Up (front view) + Lexus Car Wrap
Design your site on a familiar free-form canvas. Visually set up your breakpoints to make it responsive.
Lexus Emerge (interior)
Inside the space there's a continuation of the design, along with Lexus Emerge merchandise and other collaboration materials from the artists.
Lexus Emerge (interior)
Visually structure your pages and link to them easily.
The Experiences: Creator Space
Activate an artistic space to amplify the creative community and Lexus Emerge creators
Interior Render of Creator Space
Offer services for any artistic endeavor
Interior Render of Audio Recording Space
Gives creatives a chance to record their own audio.
The Experiences: Digital Experience
The Catch Up
Instagram Mockup
This is how we tell the story of experience through social media driven stories.
Instagram Mockup (tagged section)
In this example, this is where we find IG tags across different profiles to showcase Lexus Emerge experiences throughout social media.
Twitter Feed
Here's an example of tweets showcasing live happenings with Jessie & Katey
