Lexus is returning as the official automotive partner of New York Fashion Week.
Continuing its #HowFashionTravels campaign, Lexus will provide a fleet of 50 courtesy vehicles for designers, models, editors, retailers and industry professionals traveling from Skylight Clarkson Square.
Lexus also will collaborate with NYFW: The Shows designers Nicole Miller, Jeremy Scott, TOME and Zang Toi on exclusive vehicle exteriors as part of the courtesy transportation fleet which debuted Feb. 9. These 10 vehicles are wrapped in custom prints from each designer corresponding to their new Fall/Winter 2017 collections.
For the first time in public, Lexus will reveal its custom LIT IS vehicle with an experiential installation at Vanderbilt Hall in Grand Central Terminal on Feb. 13 and 14. Commuters will be able to view the runway shows of Jeremy Scott, Nicole Miller and TOME on a larger-than-life screen positioned as a dramatic backdrop for the car.
In tandem, the patterns and inspirations of their collections will be animated on the LIT IS vehicle. Lexus will provide coffee and an interactive PHHHOTO photo booth for commuters.
To highlight the new 2017 IS, Lexus developed a one-of-a-kind vehicle covered in 41,999 individually hand-placed programmable LED lights. The LIT IS has three functions. Attract can loop colorful graphics while Music Viz responds to the beat of any song. Gesture reacts to users’ hand movements via Xbox Kinect.
Supermodel Coco Rocha will be on hand on Feb.13 from 3:30 to 5:30 p.m. to serve as the official ambassador of the LIT IS activation. Rocha has a longstanding relationship with Lexus through the company’s multi-season partnership with MADE New York. Over the past several years, Rocha has visited the Lexus Lounge during Fashion Week and has attended Lexus Design Disrupted events, a platform to highlight emerging and established talent from a wide range of innovative fields.