How do we restore the legendary status of the Lexus RX?

“Staying True” and “Reinventing”.

These are the defining keywords from Lexus’ Chief Engineer, as well as for Hong Kong at this very moment.

With rapid redevelopment in the city, historical landmarks are disappearing one by one. We want the society to rethink about urban renewal. Instead of un-rooting the old, there is a way to reinvent and revive these spaces.

PRO:JECT RX featured true-to-life mobile projections that reinvented iconic city scenes and objects from Hong Kong’s collective memories.

Held over two nights, the activation transformed landmarks, building facades, tram bodies and staircases into giant canvases for light art. The mobile projection also gave the audience a preview of the New RX.

More than winning the hearts and minds of Hong Kongers for the New RX, this reinvention gave Lexus a deeper and meaningful purpose for our city.