The Lexus Refine Dining campaign begins its multinational journey, beginning in Singapore.
The campaign exemplifies the values of Lexus with a hospitality and dining experience for invited guests.
The campaign is a collaboration with Marriott Bonvoy.
The globetrotting Refine Dining campaign by Lexus makes its first mark in Singapore at JW Marriott Hotel Singapore South Beach.
Luxury comes in many forms. For Lexus, it is the only standard of hospitality to be expected that leaves its recipients feeling truly valued. This July, the Japanese luxury automobile group kickstarted its multinational epicurean conquest with its Refine Dining campaign in Singapore — an invitation-only dining experience geared to reframe Lexus as more than just the maker of exceptional Japanese marque.
For the Singapore debut of Refine Dining, hospitality begins at the doorstep, with the Lexus LM 500h lining up at the addresses of its guests to chauffeur them to and from their homes to the destination. This is but a small expression of Lexus’ omotenashi philosophy — where its core principles include proactively attending to a guest’s needs with no expectation of a reciprocal gesture, and treating each casual encounter as a once-in-a-lifetime moment to cherish.
And the destination for the Singapore edition of Refine Dining is the MICHELIN-selected restaurant Akira Back, located at the JW Marriott Hotel Singapore South Beach. Here, the values that shaped Lexus are similarly interpreted on the menu for dinner, with harmonious plates composed to satiate the palate in a continuous symphony through the courses.
At its core, the Refine Dining campaign is also about celebrating the technical mastery of local craftsmen, highlighted in the guest’s tableware at dinner. For Singapore, that honour was handed to Hans Tan Studio, a Singaporean artist and creator of objets d’art. This collaboration produced a bespoke bone china plate engineered for warmth to last, made with bone ash accumulated from Akira Back’s culinary process. Of itself, the plate is a symbolic and quiet statement on the small details that define understated luxury.
Following its launch, vice president of Lexus Asia, Preston Tan, says, “As a luxury lifestyle brand, we continuously seek to create opportunities for guests to discover new expressions of luxury through the Lexus ethos of Omotenashi, refinement, and craftsmanship.”
In collaboration with Marriott Bonvoy, the Lexus Refine Dining campaign will be rolling out across eight different Southeast Asia countries over the span of two years, including Brunei, Philippines, and Vietnam.
Contact: www.lexus.com.sg