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Lexus NX Premiere​

The world's first Pan European ambisonic car launch


Create a press launch moment that resonated with a physical audience in attendance in Brussels and a larger virtual audience experiencing the reveal online.


Building on our launch strategy of the symphony of the senses we focused on sound to dramatise the features and driving experience of the NX.

Creating an immersive soundscape and cinematic reveal film played out on a jumbo LED screen to those attending in person combined with full 7.1 surround sound technology. The virtual audience were then sent a pair of high-end stereo headphones and an experience pack to for a binaural sound mix of the same sequence.

I would like to express our sincere gratitude for the sustained excellent work that the team has delivered in the preparation and running of this event. We really appreciated your dedication, the quality of your project planning, coordination and management, and of the produced assets - presentation, platform and site. Adding a live audience was really worth it, but it also introduced an increased level of complexity which you managed very well. Thank you very much!

Etienne Plas

Senior Manager Lexus Product Communications​

Lexus 2
Lexus 3