May 2006
Staged at the swanky new showroom at Automotive City, Dubai Festival City, Al Futtaim used this opportunity to present the new mid-sized IS 300.
Action Impact's design team transformed the showroom into a lounge environment, with dissolving cool colours and soft draping. Accompanied by some delicate sprinklings of funky modern lounge furniture, the "Lounge" impact was highly effective. The entertainment was themed too, with the tradition of classical music with a twist. An electric violinist, a DJ, a Bongo player and dancers provided the young and fresh twist. The reveal of the car was through a bespoke stage with automated Venetian blinds branded with the Lexus icon.
