460 Degrees was an immersive brand experience featuring art, events, and innovative technology. The gallery’s national tour made two-week stops in Beverly Hills, New York, Miami and Chicago - in areas with a strong concentration of well-heeled foot traffic.

As part of the Lexus experience, there was an interactive wall featuring videos of LS innovations as well as the artists. And, finally, an LS model was integrated fluidly into the art-filled space with a dream-like video projection dramatically wrapped around the sheet metal.

When Lexus launched the all-new LS 460, the target market was obvious: the highly affluent. What wasn’t obvious was how to reach them successfully. In the end we decided that the most effective way to reach these consumers was to make them want to come to us. Hence we created the 460 Degrees Gallery – an interactive destination for “affluentials”: wealthy individuals who, most importantly, were very influential with their peers.

Every day, the gallery was brimming with events that were relevant to our target market, such as Teuscher chocolate tastings, fashion shows, Wired Magazine gadget labs, and cooking demonstrations with the hottest chefs. The 460 Gallery was a well attended event in all locations, from Los Angeles to New York, bringing together consumers and fans of art, technology and progressive innovation.