Lexus announced a global new brand positioning to reflect where the brand needed to move to for growth and success in the luxury mobility market. The Red Design Group was commissioned by Lexus to create a new concept design direction for Lexus Dealerships and Shopping Centres that provided the customer with a ceremonial customer experience that emanated from the spirit of Ometenashi (Japanese Hospitality).
Red produced an experience that transitioned the customer through spaces that announce the brand heritage through the use of a palette of materials consisting of light oak timbers and fine details that are reminiscent of Japanese culture.

Our vision is to create amazing experiences by transforming function into emotion, performance into passion, and technology into imagination