Lexus Korea is preparing various on-site experience programs for galleries visiting the ‘2024 Lexus Masters’, a Korea Professional Golf Association (KPGA) tour held from August 29 to September 1. These programs will allow them to enjoy the unique brand experience that Lexus offers.
Under the ‘Lexus Electrified’ strategy aimed at carbon neutrality, a variety of electrified Lexus models will be showcased, including the recently launched flagship MPV model, the LM 500h. The ES 300h, a premium hybrid sedan that has surpassed 100,000 units in cumulative sales, and the plug-in hybrid SUV model RX 450h+ will welcome guests at the ‘Masters Lounge’ located at the 17th hole, which is the signature hole of the tournament.
The ‘Masters in Town’, which will be set up within the gallery plaza, is designed to embody Lexus’ brand philosophy, transforming it into a special space where guests can experience Lexus’ pure craftsmanship first-hand. Desserts made from produce grown using environmentally friendly methods by ‘Lexus Young Farmers’ will be showcased, along with the works of the ‘Lexus Creative Masters’ winning artists.
Additionally, the 17th hole ‘Masters Lounge’ will be a special space where the passion of the players meets the cheers of the galleries. At this hole, music will create an ambient atmosphere during player entrances and exits, and throughout the weekend rounds, the announcer will vividly introduce the personalities of the players to enhance the excitement in the competition area. Furthermore, in the Masters Lounge High-Five Zone, fans will get a chance to directly interact with the players, and support towels will be given out on a first-come, first-served basis.
At the 18th hole ‘Lexus Lounge’, where viewers can intuitively observe the champion putt, the baristas from Lexus’ multi-cultural space Connect to will prepare drinks, allowing customers to experience Lexus’ distinct luxury and hospitality. In addition, various programs will be operated to ensure that spectators can enjoy Lexus’ hospitality, including a family lounge for players’ families to relax and photo zones.
Gwangdae Hwan, Vice President of Lexus Korea, stated, “We have prepared many special spaces for the galleries so they can vividly enjoy the powerful and stylish shots of KPGA players. This 2024 Lexus Masters will be a one-of-a-kind tournament where not only will attendees witness the fantastic play by the country’s top players, but also experience Lexus’ unique brand philosophy and hospitality firsthand.”
On the other hand, the ‘2024 Lexus Masters’ is part of the luxury lifestyle curation program ‘Road & Memory by Lexus,’ aimed exclusively at Lexus customers, as part of its Summer activities. Road & Memory by Lexus is a program designed to provide a sensory awakening lifestyle according to the seasons, planned with unique themes such as nature, gourmet food, crafts, and traditional dance, running three times a year from spring to autumn. This summer, it aims to deliver a premium golf journey full of passion through the ‘2024 Lexus Masters’.
Lee Sang-jin daedusj@autodiary.kr