Lexus Heritage Lens
Heritage Lens is an AR storytelling experience that introduces guests to the Lexus legacy through curated moments of craftsmanship, innovation, and customer-focused design.
Duration
June - August 2026
Client
Team One | Lexus
Services
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ux design
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experience design
Ideation
The Heritage Lens is an AR storytelling experience that allows users to see Lexas’s legacy in performance, craftsmanship, and innovation - which goes into every model. This AR experience is meant to be an activation for the Lexus Dealership: After Hours event. Users not only learn the Lexus legacy but have an opportunity to dive into the brands philosophies: Takumi, Omotenashi, and Kaizen (Craftsmanship, Human-Centered and Innovation).
Execution
The experience begins with users entering the vehicle gallery, which would display a variety of different models. User are prompted to scan a vehicle or the QR code we provide; from there they will enter our timeless reality. Users will be given the choice to choose 1 of 3 model options: the ES, LX, and the RX. All vehicles have a rich and innovative history. They can then interact with the chronosphere which allows users to see the various years of that model that had a strong contribution to today’s vehicle. Each year will highlight the features that highlight what was done with innovation, craftsmanship and human centered design. The overall goal is to remind clients that no matter the year or model, Lexus can always guarantee you will “Experience Amazing”.
Outcome
The agency was receptive toward this idea and it is currently being prototype.
Lexus Heritage Lens
Heritage Lens is an AR storytelling experience that introduces guests to the Lexus legacy through curated moments of craftsmanship, innovation, and customer-focused design.
Duration
June - August 2026
Client
Team One | Lexus
Services
#
ux design
#
experience design
Challenge
The Heritage Lens is an AR storytelling experience that allows users to see Lexas’s legacy in performance, craftsmanship, and innovation - which goes into every model. This AR experience is meant to be an activation for the Lexus Dealership: After Hours event. Users not only learn the Lexus legacy but have an opportunity to dive into the brands philosophies: Takumi, Omotenashi, and Kaizen (Craftsmanship, Human-Centered and Innovation).
Solution
The experience begins with users entering the vehicle gallery, which would display a variety of different models. User are prompted to scan a vehicle or the QR code we provide; from there they will enter our timeless reality. Users will be given the choice to choose 1 of 3 model options: the ES, LX, and the RX. All vehicles have a rich and innovative history. They can then interact with the chronosphere which allows users to see the various years of that model that had a strong contribution to today’s vehicle. Each year will highlight the features that highlight what was done with innovation, craftsmanship and human centered design. The overall goal is to remind clients that no matter the year or model, Lexus can always guarantee you will “Experience Amazing”.
Impact
The agency was receptive toward this idea and it is currently being prototype.