Leen Al-Bassam
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Lexus City Guide

Creative Direction | Experience Design

Imitation is the sincerest form of flattery

Imitation is the sincerest form of flattery

Technological innovation meets technological innovation, creating a city guide to reflect the dynamism of the Lexus LS launch gave us the opportunity to develop a new and unique solution to guiding readers to new and exciting venues around different cities

Where do we go?

Where do we go?

Identifying 14 key markets and cities, the editorial team went to work finding the coolest underground spots to guide drivers while our creative team got to work reimagining what an online city guide could be

The story takes you there

The story takes you there

Combining lush imagery and rich narrative, the experience was developed to move along with the reader as the scrolled from the linear to the non-linear part of the experience

The stage unfolds

The stage unfolds

Exposing the map of each city exposed a series of pins giving the reader an overview of the entire experience before taking a deep dive into each location

Moves along with you

Moves along with you

Scrolling through locations moved the zoomed in map around each key city giving readers a dynamic and exciting view into venues, neighborhoods and ethos that Lexus and Cool Hunting share