The Lexus LC. A car that challenged the conventions of the Luxury Coupe. From its original concept, the engineers and designers of Lexus strived to make sure it went into production almost unchanged.

WHY
Lexus cars have always been compared and judged against other premium automobiles. But now we've decided to enter the world of lifestyle luxury.

WHAT
What would happen if we could test the Lexus LC against the world's most recognisable luxury experiences?

HOW
We combined EEG(Electroencephalography) wearable tech and data visualisation specialists to create a unique, visual representation of your brain's response to stimulus. We invited participants to be immersed in a luxury experience and then have them experience the LC. Their physiological response is measured, visualised and then compared.

The result, was a car that defined its category. It's something that needs to be experienced, not just looked at. So how do we showcase the experience of the Lexus LC in the truest way? Here's how we brought it to life.