Company: Team One
The Lexus audio experiment was the perfect way to introduce the Lexus LC to the audience at SEMA.
The sound of the LC is in comparison with other high-grade performance cars.
As a way to position Lexus as a serious contender in the performance category, this installation was
the perfect fit. This gave the car industry audience at SEMA the chance to guess the brand to the
sound through a 9.1 surround sound experience. At first this project started out as a virtual
reality project. This time in history everyone is pushing the newest hottest thing, VR. One has to
look at what is trying to achieved and pick the best platform for the concept. The Creative
Technology team knew that VR was not the best option for this vehicle.
The new LC 500 being in a class of its own we knew we needed to be as realistic as possible. We
wanted to show the vehicle without actually showing the vehicle. We stripped away all the senses
except sound to have people feel the raw power of the LC 500.
We had to figure out all the technical requirements, how all the different parts were going to work
together, and sell the idea to client. To do this we built a room to the exact same size as the
actual experience inside of Team One. It was a long week of testing and weekend of framing to get
the thumbs up by the client in seconds.
We went above what we usually do for this project . We were heavily involved in the whole flow of
the project from creation to production. We travelled with the experience and gave support to ensure
it was done to Lexus standards.