Lexus Debuts RX via Immersive Theatre and Law

Celebrating the luxury credentials of the vehicle, the one-night special was inspired by elements depicted in the SUV’s new spot

Lexus has unveiled the all-new RX, a launch which was celebrated with a one-night performance featuring Hollywood’s Jude Law. The actor and producer starred alongside an elite cast of actors from the world of immersive theatre in an exclusive interactive show.

The 14-scene odyssey held at London’s Tom Dixon designed Mondrian hotel and a secret underground bank vault allowed 100 guests to take centre-stage in the performance, allowing each one to become the highlight of their very own personalised delivery.

Participants were catapulted into a live theatrical manifestation of The Life RX—a multi-sensorial world of luxury, excitement, and thrills as depicted in the latest television commercial for the aforementioned new release, in which Law is once again spotlighted.

Each room brought with it new scenarios and unexpected experiences requiring attendees to improvise in their new persona as an international movie star, whilst the rest of the cast had been fully prepped to work around their specific personalities.

A bespoke and exclusive execution, the guests’ new role then took a dramatic turn as award-winning stage and screen legend, Law, who is also an immersive theatre fan, surprised the room by sharing in their red carpet scene finale to the production.

Designed to celebrate the luxury credentials of the 2016 Lexus RX, each scene was inspired by elements of the sharply styled SUV and extraordinary lifestyle depicted in the television spot. Its creative premise propelled guests into a multitude of ‘film star’ scenarios to embody sophistication.

Visitors were laser-guided through underground bank vaults, crawled through giant speakers inspired by Woodstock Sound Engineer, Mark Levinson’s premium acoustics systems, bundled into Lexus RX’s to escape their pursuers, and asked to ride incognito in a customised luxury luggage trolley.

Luxury British tailor, Joshua Kane, playing himself, requested to wear one of his unique creations for the forthcoming awards season. In creating the garment, he used the same expert craftsmanship and hand-stitched techniques seen in the interior of the luxury SUV.

“With The Life RX campaign, we expressed an attitude that resonates with the modern luxury consumer. Luxury is not only about having the option to do something but actually having the courage to do it and make it your own,” said Spiros Fotinos, Head of Marketing at Lexus Europe.

The event was produced and directed by a team including the Creative Director of London’s Old Vic Tunnel, Hamish Jenkinson; Secret Cinema’s Performance Director, Simon Evans; and Stephen Dobbie, Sound and Graphic Designer for the immersive experience, Punch Drunk.

Others on the crew included Joanna Scotcher, Set and Costume Designer for The Railway Children; Moschino and Beyonce Lighting Designer, Tupac Martir as well as many members from the cast of theatre shows such as the famed You Me Bum Bum Train.

The Life RX immersive experience will be further elevated and brought to life using pioneering 360 filming techniques. Hidden cameras were placed throughout the experience to allow those unable to attend the celebratory evening to enjoy the one-off performance at home.