Bringing the Lexus LC 500 to life via the magic of real-time
summary
Lexus and Team One build the world's first virtual car showroom in two weeks using Unity (Unity Pro, HDRP, Pixyz) and deploy it at Pebble Beach and across hundreds of events, reaching thousands of interactions and prompting some visitors to call dealers and place deposits during a 16‑month pre‑launch gap (announcement Jan 2016, showroom arrivals May 28, 2017). They also ship AR/VR, an iPad sales app, a hollow-box twin‑turbo demo made in days, and a real-time configurator prototype for Chicago using the HD RP platform.
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chapters (12)
- 0:00Lexus LC 500 project intro
- 1:04Digital Omotenashi explained
- 2:48Lexus LC 500 concept birth
- 6:0216-month pre-launch gap
- 7:29First virtual car showroom
- 10:34AR/VR for dealerships
- 12:30Omni-channel marketing future
- 15:03CAD data tuning for 3D
- 17:54Omni Car asset concept
- 20:05Real-time SUV configurator
- 23:28Pre-ownership real-time ads
- 25:30Digital Omotenashi today
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