In an effort to demonstrate its consumer loyalty, Lexus has implemented an art installation entitled 'Letters,' which spotlights positive customer reviews and experiences.
The installation was comprised of over 2,000 hand written letters that have been sent to the auto brand. Each one of these letters was folded into an origami sphere, hung from the ceiling, and welcomed guests to move throughout it. When standing from a distance, the shapes reveal itself to be the Lexus logo.
According to the brand, this installation was designed to be transportable, but is expected to only appear at larger-scale corporate events. In addition to the installation, Lexus created a behind the scenes video of the making of Letters.
Image Credit: Lexus, Michael Murphy
What Makes This Trend Stand Out
- Customer Loyalty
- Creating art installations to showcase positive customer reviews and experiences can enhance brand loyalty and engagement.
- Experiential Marketing
- Using interactive and visually appealing installations like 'Letters' can provide a unique and memorable brand experience for customers.
- Branded Content
- Creating behind-the-scenes videos of the making of brand installations can generate excitement and engagement among consumers.
Sectors Adopting This
- Automotive
- Car brands like Lexus can leverage art installations to strengthen their brand image and create emotional connections with customers.
- Events and Exhibitions
- The events industry can benefit from collaborations with car brands to create interactive installations that attract and engage attendees.
- Advertising and Marketing
- Brands can use art installations and behind-the-scenes content as part of their advertising and marketing campaigns to generate buzz and create a positive brand image.
