Luxury automotive event showcased products from 1,000 companies and attracted 810,000 visitors.


The brief

The 19th Shanghai International Automobile Industry Exhibition (Auto Shanghai) held from 19-28 April 2021 was the first physical A-class motor show to be held as scheduled in 2021.

For Japanese luxury carmaker Lexus, the show, themed ‘Embracing Change’, marked the global launch of its latest generation ES saloon and the first global showcase of the advanced new LF-Z Electrified Concept. Total brand activation company Pico helped Lexus organise the launch event and provided design, build and professional operational services for the marque’s 1,620 sq m booth.


Personal experience is king when it comes to automotive sales, and Auto Shanghai would be a valuable opportunity for car brands to connect directly with thousands of potential customers. Elegant design, spaciousness and interactive elements would help demonstrate Lexus’ human-oriented philosophy of enhancing the quality of life with technology, enticing visitors to the booth and brand story, and thereby strengthening the brand’s influence.

The execution

The Lexus brand has been a byword for excellent quality and comfort since its introduction. At Auto Shanghai, these same characteristics were mirrored by the elegantly luxurious design of the brand’s booth.

Complementing the booth’s display of the Lexus model line was an array of interactive devices which enabled visitors to obtain brand information and explore the cars’ long list of features and options.

As one of the show days would coincide with Earth Day, Lexus took the opportunity to highlight its eco-friendly credentials, such as its commitment to carbon neutrality. On Earth Day itself, each visitor to the booth was presented with a small potted plant as a lasting reminder of the brand’s environmental awareness.


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