Lexus Edgware Road
product launch

The Brief

Our client, Jemca Lexus Edgware were looking to generate a high volume of interest from their current and prospective client base around the launch of their latest car. They approached us with their ideas for creating an event to draw their customers into their showroom on the launch date.

It was decided that the launch event of the new Lexus LC would be based on a Hollywood theme as the car had recently featured in various Hollywood films. The challenge was to take a high end car retail showroom and turn it into a Hollywood premiere themed event space.

The client was specifically looking for a VIP experience, starting from the moment the guests approached the building. Once inside, they wanted the guests to be able to comfortably network whilst they were enjoying drinks and food. To create the right ambience throughout the event space, we needed to provide background audio and lighting in the entire ground floor and mezzanine showroom areas.

We then needed to draw everyone’s attention to the stage area for the main launch presentations and those of the charities being supported that night.

The presentations were designed to build up to a crescendo for the big reveal, at which point the focus would move to the Lexus LC waiting to be unveiled with dramatic audio, lighting and effects.

Lexus LC Launch Image
Lexus LC 1
Lexus LC Launch Image

Key Deliverables

  • Staging area with polished chrome lectern

  • High quality professional audio system

  • Large format LED displays

  • Sweeping sky spotlights

  • Red carpets and velvet ropes

  • Ambient LED uplighters

  • Audience seating


Our Solution

Our first task was to work with the client’s site staff to remove most of the cars & retail signage. The cars they wished to focus on during the event were manoeuvred into the right positions.

Most importantly the Lexus LC was positioned to enable the focus to move easily from the stage presentation over to the big reveal later that evening. We then set about creating an atmospheric event space.

We installed a stage area large enough for several presenters, which was dressed with black carpet and black suede facias. We also supplied a lectern with microphone to present from.

High quality sound system

For the audio, we supplied a Nexo professional audio PA system across two floors for background music, speeches and impactful programme audio playback.

Impactful Video Displays
Large 80″ video displays on stylish floor stands for showing product videos and presentation slides

Dynamic Hollywood launch atmosphere
To create a dramatic, VIP arrival for the guests, we installed Hollywood style sweeping searchlights outside, either side of the entrance doors with red carpet, posts & velvet ropes and coloured LED up-lighting around the exterior of two showroom floors.

Reveal Effects
This was to be the big moment, so to create maximum drama, we installed a remote controlled fog machine along with LED effects lighting underneath the car. The car was then covered completely with a silk drape creating a seal between the floor and the car. This enabled us to pump fog into the space, ready for the final spectacular reveal of the new Lexus LC. Once the drape was whipped away the car would appear in a pool of fog with coloured lighting shining out from under the car.

Audience Seating
We used our wealth of industry partners to supply comfortable event seating for the main presentation area.

Lexus LC Launch Image

The Result

We worked with Lexus in a transformative way, enabling them to ensure their customers and potential purchasers of the car, were met with a high end VIP experience from the moment they drove into the carpark to the time they left.

We created an audio visual journey that took their guests into the event space, where they enjoyed Lexus hospitality offered on arrival and throughout the evening. They networked with each other and Lexus staff in between the polished presentations from management and the dramatic launch of the Lexus LC.

The end result was an event that was a spectacular success with VIP flare that complemented the high end brand of Lexus. Both client and guests were delighted with the look and feel of the event and of course the many sales of their latest vehicle.