The North American International Auto Show (NAIAS) in Detroit opens its doors on Monday, and while Lexus won’t be debuting any new vehicles or concepts this year, they will be trying something new with their exhibit—from the press release:
Gone is the previous two-story structure with sweeping staircase. This year, the exhibit has a “landscape” configuration, suitable for strolling amongst the premium vehicles or merely lounging a short distance away from a 25-foot-tall waterfall.
“In our first 20 years of business, we grew from a respectable premium automaker to the most preferred luxury brand in the United States,” said Andrea Lim, Lexus Events Marketing Manager. “This exhibit exemplifies the next chapter in the Lexus franchise. We want our brand’s reputation for quality synonymous with one of transparency. We believe an elegant, flowing display emits feelings of openness and availability.”
The Lexus exhibit, designed and constructed by Michigan-based George P. Johnson Company, also features an array of recycled and repurposed materials. Comprising more than half the total mass used in constructing the exhibit, these materials help create many of the booth’s surfaces and unique styling cues. In keeping with its recycling theme, Lexus has once again contracted famed New York-based jeweler Kenny Hwang to create one-of-a-kind jewelry, from reclaimed metal found on Lexus vehicles, for the exhibit’s product specialists. This jewelry ranges from necklaces to bracelets to rings.
The Lexus “story” will be highlighted by a 100’ wide x 20’ tall, state-of-the-art, multimedia LED back wall which illustrates Lexus’ past, present and future, though cinematic and synchronized visual presentations.
One vehicle that’s (kinda) new is a HS 250h modded by Clark Ishihara of VIP Auto Salon. The LFA, LF-Ch & the 2010 GX will also be in attendance—which leads me to my next point: Lexus has arranged for me to attend NAIAS during the press preview this Monday & Tuesday.
I will be driving to Detroit (about four hours away) Sunday, and will be at the COBO Center bright and early Monday morning to see the LFA & LF-Ch in person for the first time. As far as coverage goes, I’ll be updating the site (and Twitter) throughout the two-day show, and will be taking as many photos as possible, including a photo session in the LFA interior.
(Also, if there’s anything you would like me to pay special attention at the show, leave a comment or send me an email.)