MediaPost has some details on the 2013 Lexus LS debut in San Francisco tonight:
Lexus has opted against an auto show stage for the revelation of its 2013 LS sedan. Instead the luxury division of Toyota…is kicking the chocks from under the LS’ wheels at an invitation-only event in San Francisco, featuring celebrity couples and a photo exhibition in which they are shown with the new vehicle.
The program, “Lexus Laws of Attraction,” which will be extended in some fashion to local markets around the U.S., showcases the lens-work of Ellen von Unwerth who turned her Leica…on Jason Schwartzman and his wife Brady Cunningham; actress/model Jaime King and her filmmaker husband Kyle Newman; actress/model Devon Aoki and her husband financier James Bailey; along with Barney’s New York Creative Ambassador Simon Doonan (famous for creating the Barney’s New York window displays) and his husband, designer Jonathan Adler.
Lexus is trying something brand new with the 2013 LS event, creating an experience outside of the standard auto show cookie-cutter coverage — by introducing the model alongside an art project, it allows Lexus to bring in lifestyle media and reach a completely different audience.
(Really looking forward to the event tonight — my live coverage will start at 9pm/6pm PT.)