Lexus as Art

To attract the right audience for the new Lexus LS, they have developed a touring art gallery of contemporary art, so advanced that it attracts a select targeted audience, only 4,500 in Los Angeles. They invite a few co-sponsors to help with expenses and round out the experiences, but overall the feeling conveyed is "Lexus is art." This strategy will play well with influencers even if they aren't actual Lexus customers.

Mediapost: Lexus Marries Art With Design At City Events, 2006-Nov-3, by Karl Greenberg

A new Web site at www.460degrees.com serves as an online kiosk to the shows. The galleries are being curated by New York-based Sebastien Agneessens, whose agency Formavision has also created such events as the Starbucks Salon and Diesel Denim gallery.