A new way of communication with press

Mixed Reality at


VOK DAMS debuts new style press conference with LEXUS at the IAA

LEXUS has said goodbye to the usual time-slotted and confined stage press conference at this year’s IAA in Frankfurt.

The International events and live-marketing specialists at VOK DAMS developed and executed the appropriately named “Experience Amazing”. An individual mixed reality experience in the shape of a guided tour through the innovative world of LEXUS. A press conference not only to be experienced individually, but also whenever convenient for the members of the press. They could enjoy the hybrid tour over the LEXUS booth at any time during the two appointed press days at the IAA. The 15-minute interactive presentation was made possible by utilizing the full capacity of Microsoft’s Mixed-Reality HoloLens. Holographic LEXUS experts, only visible to the wearer of the HoloLens, guided the journalists over the extensive LEXUS booth and elaborated about the brand and its products with short commentaries, charts, 3D animations, videos and virtual mapping on the displayed vehicles.

All relevant information appeared crystal clear into the eyesight of the journalists. Concise and to the point, with – among others – a welcome speech by LEXUS Europe CEO Alain Uyttenhoven and presentations by LEXUS product specialists.

This new way of communication fits the Japanese tradition of Omotenashi to the core. Omotenashi is the art of perfect hospitality focused on the well-being of the guest. A departure from the ordinary and a lasting impression was LEXUS’ objective. VOK DAMS answ

ered with an innovative and daring concept, which managed to delight the press corps and soon become the talk of the fair.





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