Lexus Korea announced on the 24th that it will start recruiting participants for the luxury lifestyle curation program 'Road & Memory by Lexus' for Lexus customers for the spring season of 2025.
'Road & Memory by Lexus' is a customer experience curation program designed to provide a lifestyle that awakens the five senses according to each season. Introduced for the first time last year, this program was held a total of three times from spring to autumn, with about 150 participants experiencing the Lexus brand philosophy through various activities including tradition, art, gastronomy, and golf.
This year, it will be conducted as an annual program consisting of three themes: 'Amazing Insight: Spring,' 'Amazing Passion: Autumn,' and 'Amazing Nature: Winter.'
The first program, 'Amazing Insight: Spring,' will take place for two nights and three days from May 30 to June 1 in Wanju-gun, Jeollabuk-do. This experience journey will focus on the balance between 'tradition and modernity' and 'emotion and reason.' It will include a traditional pottery experience with Jeong-wook Jin, a master craftsman from Jeollabuk-do, a lecture on the harmony of traditional and modern architecture by architect Hae-gap Jeon, who designed the Awon space, and an opera classic lecture conducted by music critic Jung-woo Yoo.
Additionally, participants in the program will have the opportunity to test drive Lexus's flagship MPV, the LM 500h, and the newly launched off-road specialized flagship SUV, the LX 700h, which was unveiled in March. This program is paid and can be reserved through the Lexus-exclusive app 'Lexus Lounge,' with a total of seven teams being recruited on a first-come, first-served basis.
Starting with this spring season program, Lexus Korea plans to sequentially present various customer lifestyle programs with different themes throughout the year. In October, a fall season program related to the KPGA official tour 'Lexus Masters' will be held, featuring golf and passion as its theme. In December's winter season, a healing journey will be organized in Japan's world heritage region, combining the brand's aesthetic with a natural sensibility.
Kang Dae-hwan, Vice President of Lexus Korea, said, 'I deeply appreciate the support of our customers for 'Road & Memory by Lexus' last year, and I am glad that we can continue this meaningful journey this year.' He added, 'Road & Memory by Lexus' will continuously evolve as a differentiated lifestyle platform where customers can directly experience the brand's philosophy and core values, beyond a simple customer program, as part of Lexus Amazing Members.
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