As a longstanding partner to the United States Golf Association (USGA), Lexus wanted to highlight the connections and core values shared by their brand and the sport of golf, and turned to ASV to explore a new look and feel to accomplish those goals starting in 2014. With over 4,000 sq.ft. of space, the Lexus Performance Experience (LPE) was to embody design and technology, anchored around two interior vehicle displays.
We designed and built the LPE with the goal of blending the lifestyle of golf with the high end design and technology associated with Lexus. 340 golf club shafts were used to create a sculptural header, info counters replicated the cone shape of golf tees, AstroTurf and rich hardwood flooring emulated the look and feel of the fairway and a golf ball inspired wall, made from Bagasse, the world’s most renewable resource, turned an ordinary wall into a piece of art.
A large video wall ran a live feed of the tournament and custom Lexus content, while RFID wristbands were used for lead gen and participation in our many activations, including our custom Lexus Putt Analyzer, a golf swing simulator, autograph sessions and photo opps with trophy replicas.
Both Lexus and the USGA were thrilled with the look, feel and engaging interactive flow of the all-new LPE. With interviews and signings happening live within our space, our new activations and the appeal of the most cutting edge Lexus vehicles, everyone agreed that the 2014 LPE saw more guests and had a larger impact than ever before, and subsequently ASV has continued to produce Lexus’ largest sports sponsorship environment every year since!