The world premiere of the LX was the brand's most significant event in a decade. The premiere took place simultaneously in Moscow, Los Angeles and Abu Dhabi. Impressive location, vibrant content, majestic appearance of the powerful Lexus LX.

We chose the vast space of the Garage Museum, the Arts Square and the Garage Cinema as the location. The guests of the event had the opportunity to get acquainted with the exhibition of the artist Thomas Damon in collaboration with the Japanese architectural bureau SANAA.

The Lexus Triumph concept is implemented with the help of a spatial solution - a cascade of triumphal arches through which the guests of the event pass, and in the finale the car triumphantly appears.

The dialogue between Vladimir Pozner and Igor Vernik, staged by director Alexander Molochnikov, about the nature of success was the opening of the show.