Lexus, the luxury vehicle division of Japanese car makers Toyota is looking to expand its affiliations with the fashion industry, and be a part of the much awaited fashion event of the year — the New York Fashion Week, yet again this Feb. This time they are going for a series of revelations and installations.
This is the fourth consecutive season for which Lexus is the official automotive partner of the show and their role is to provide complimentary shuttle services to the various participants of the show including models, designers, editors, retailers and other prominent industry professionals.
Lexus will be offering courtesy trips from the venue at Skylight Clarkson Square for all these participants in a huge fleet of about 50 vehicles.
And as a part of the this partnership, the designers behind some of the biggest fashion labels like Jeremy Scott, TOME and Zang Toi have also created custom wraps for 10 of these vehicles, thereby promoting their fall/winter 2017 collections.
Premiere of LIT IS
Apart from the driving services, Lexus also seeks to unveil its grand LIT IS to the public at the New York Fashion Week. Now that’s huge!
The LIT IS is decked in 41,999 LED lights and responds to actions and stimuli such as a person’s hand gestures or the sound beat of a music track. It makes use of the Xbox Kinect technology for these purposes.
The partnership doesn’t end here either.
Grand Central Installation
Lexus is also going to be debuting an installation at the Grand Central Terminal that is mainly intended to give travelers a peek into some of the action from the NYFW runway.
Now I personally feel, that is one smart move by both the partners as it helps them both reach not only the participants of the show but also the other residents of New York who might be interested in fashion, and create awareness of their successful partnership.
The installation is likely to display footage from the runway shows of Jeremy Scott, TOME and Nicole Miller on a large screen. That’s not all. The video will also be the backdrop against which the LIT IS will be unveiled and it will play animations reflecting the styles shown on the runway.
It is likely to be up on the 13th and 14th of Feb and it will also serve coffee along with a chance for commuters to take some snaps in a photo booth.
What’s more, supermodel Coco Rocha will also be visiting the installation on the 13th from 3:30 and 5:30 pm, Eastern Time.
Do we still need any more reason to be there?
So head on and witness all of the action without fail.