Dubai, UAE, 9th July 2013: Al Futtaim Motors – Lexus, the exclusive distributor for Lexus in the UAE, has announced its partnership with three UAE-based talented personalities as part of its launch campaign of the New Generation Lexus IS.
Emirati fashion blogger Nadya Hassan, together with both Mo Abedin, an Emirati designer and Shefan Lantra, from Sri Lanka – aka DJ Mr Shef Codes – complete the artistic puzzle of fashion, design and music in the IS creative palette.
The Lexus IS campaign was created locally, to support global initiatives introduced by Lexus to demonstrate the brand's new look and direction.
As part of those initiatives, Al-Futtaim Motors – Lexus recently announced that Dubai has been selected together with Tokyo and New York to be the home of ‘Intersect by Lexus', a unique space where people can experience the brand without getting behind a steering wheel.
From the design perspective, Lexus launched ‘Lexus Design Amazing' exhibition that was held during Milan Design Week at the iconic Museo della Permanente arts museum, where the brand showcased the 12 winners out of a total 1,243 submissions to its first global modern design competition.
Another Lexus initiative focusing on emotional engagement is Lexus Global Film Series ‘Life is Amazing' which was recently launched at the Cannes Film Festival.
The Lexus IS campaign will culminate later this year with an online competition in the brand's bid to identify UAE trend setters across the design, music and fashion sectors with the goal to sponsor their quest to help them pursue their passion.