Lexus - Gradient | Experiential Marketing
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Lexus Design Disrupted Featuring Gareth Pugh

Creating a Sensory Multimedia Existence

Challenge

In September 2014, Gradient partnered with Team One and Lexus to create a multimedia fashion event at Pier 36. The Goal of Lexus Design Disrupted is to highlight emerging and established talent from a wide range of innovative fields including fashion, film, performance, and the digital arts

Solution

More than Just a Fashion Show

British designer, Gareth Pugh, presented his Spring/Summer 2015 collection alongside large scale film installations and contemporary dance performance choreographed by Wayne McGregor. By fully immersing guests in this environment, the presentation was able to transcend the confines of a traditional fashion show by eliminating the catwalk and instead using movement to highlight his line through dance.

Results

A-list film and fashion stars were in attendance, including Maggie Gyllenhaal, Coco Rocha, Adrian Grenier and Jesse Metcalfe