The Lexus RX was losing relevance with Gen X, who knew it well and felt it wasn’t for them. Lexus set out to reinvent the vehicle for a new generation; those that dared to defy convention. Recognizing the power of reinvention, Lexus then challenged itself to extend its Wizard of Oz inspired launch beyond film. How? By reimagining the most treasured piece of film and pop culture - Dorothy’s Ruby Red Slippers - into rims.

The production included five rims total. The cost to design and produce these works of art totaled in $303,000 from concept to completion. Production alone cost approximately $96,000 for 5 rims. With 20% retail markup the rims would be priced at $115,200 ($23,400 each).

The bespoke Ruby Red Rims were created in an exclusive collaboration with fashion’s fastest rising star Harris Reed, W Magazine & Warner Brothers, transforming a design feature into a dazzling bejeweled fashion accessory unlike anything the automotive, film or fashion industries have seen.

The notion of taking the path unknown to discovering new possibilities was a central theme for the all-new RX campaign, which saw the vehicle completely reinvented from iterations before it. This was no longer your mom’s RX, but made with a new generation of makers, doers and dreamers in mind. This particular concept paired as a companion piece to our launch film, which saw a modern day Dorothy boldly take the RX off the yellow brick road - a journey which many viewers of the Wizard of Oz have long pondered.

The rims adopted several design elements to convey Dorothy’s journey in those magical slippers. The solid aluminum backplate features over 10 lbs of gloss sealed red glitter, an homage to their legendary shimmer. The shape itself captures the sensation of a spinning vortex, an homage to the swirling tornado that started it all. Additionally, each blade side is colored in either silver or red, nodding the film’s switch from monochrome to technicolor. Finally, at the center sits the ruby core with the Lexus logo, powered by LED lights, to create a mesmerizing glow.

BACKPLATE

Material: Aluminum

Finish: Glitter (Gloss Sealed)

RUBY CORE

Material: Translucent ABS, Acrylic

Finish: Gloss Polished, machine cut

BLADE

Material: Acrylic Sheet, Metallic paint

Finish: Polished Edge, metallic

Lexus garnered over 4.2 billion press impressions from its debut at a star-studded event, social media posts and features in publications such as W Magazine, Forbes, Adweek, Carbuzz and more. In turn, the rims heralded praise by the world’s biggest and most fashionable celebrities such as Pharrell Williams and Karlie Kloss. To date, the Ruby Red Rims are one of Lexus’ most successful campaign extensions in the brand’s history.