At the Busan Motor Show 2016, LEXUS utilized the brand’s signature design ‘Spindle Grill’ as the stage and video frame, and drew the attention of visitors by creating upper sculptures containing media at both ends of the entrances. In addition, with the theme of conveying emotion to customers through the movement of LEXUS, it created a media room in which the movement of technology is patterned, providing a brand zone where visitors can fully experience the brand message.