Lexus in BLOOM!
She Loves Me and Cherry Blossom season are a perfect match — naturally. When Lexus, a sponsor of the National Cherry Blossom Festival, wanted to bring their cars into full bloom, they reached out to us for a collaboration on immersive activations that would take festivalgoers along for the ride over the course of the month-long celebration.
When approaching this project, we collaborated closely with Lexus on the right designs and positioning that would serve their business objectives: increased visibility for their products while simultaneously aligning with the brand of the National Cherry Blossom Festival. Pink florals were an obvious start, but placing our installations in the right areas at the right time would have a significant impact on how our audiences would perceive them. We also recommended adding in custom bouquet giveaways which would draw guests in, making the connection between what they walked away with and the new Lexus models on display.
To kick off the National Cherry Blossom Festival, we placed floral installations around Union Station for the Pink Tie Party in a model car and flower wall, making the ambience of the party match the energy and color (all pink!) brought by the crowd. With a custom flower bar, guests also brought home personalized bouquets as they awaited the official start of the Festival a week later.
NCBF Pink Tie Party, Jason Dixon Photography
The festivities & florals continued a few weeks later at Petalpalooza, a spring street party, where we created a living garden surrounding Lexus’ cars, creating a photo-perfect opportunity to highlight their newest models on display. We also hosted another pop-up custom flower bar with resounding success — the line was over a block long the entire day!
NCBF Petalpalooza, Jason Dixon Photography
After seeing the success of the flower bars at their previous events, Lexus wanted to go out with a bang for the finale of the Festival, the National Cherry Blossom Parade. In addition to the installations for the car carrying the Grand Marshal, Tim Yanke, and accompanying bikes that we had planned, Lexus placed an order for an additional 300 bouquets to hand out to spectators!
NCBF National Cherry Blossom Festival Parade, Jason Dixon Photography
Over the course of several weekends, Lexus’ activations fully immersed festivalgoers in their world and allowed them to take the memories of the National Cherry Blossom Festival home with them.
Incorporating floral designs into events can take your branding to the next level. Interested in learning more? Inquire with us about your next event.