The Los Angeles Food and Wine festival is host to multiple events around the city. In 2017, Lexus sponsored two spaces; one as part of the Grand Tasting and the second during the Nighttime Markets. With two unique spaces, Lexus looked to bring to life nostalgia in two unique ways. The evening event would host a garden party and the grand tasting event would highlight a multicolored urban scene that would showcase their new Lit IS.
For the evening event, ASV brought the garden to the street, transporting a 20’ tree as the centerpiece of the space. String lights brought additional intimacy to the space while outdoor furniture provided seating for attendees. At the Grand Tasting, ASV created faux facades using a combination of printed fabric walls and corrugated sheet metal to help reflect the neon lights. In addition to hanging neon signs, ASV fabricated custom neon to read “it’s LIT” and a replica Jon and Vinny’s sign highlighting the Lexus culinary partnership. A faux pizza oven gave guests the ‘fresh out of the oven’ feel while the true wood burning oven remained outdoors.
At night, guests were enticed with nostalgic garden goodies such as adult slushies and “Capri-Sun” drinks. A porch swing provided a great setting for a unique photo op. The Grand Tasting space wowed guests as the everchanging lights on the car were complimented with the lighting throughout the space. Guests could grab a fresh slice of pizza, a beer from the brewery partner or play a game of shuffleboard.
