The concept of luxury was changing fast and the growth of Lexus was starting to stall. Our task was to reinvigorate the brand by bringing new meaning to the luxury market of tomorrow. We redefined luxury as being driven by experience, rather than being about the acquisition of objects. We then built a vision and blueprint for how Lexus could prosper in the era of experiential luxury. Together, we created a strategy that embraced the traditional values of the hospitality culture of Japan. We combined the idea of “omotenashi,” which means "anticipation," with the imaginative and edgy culture of design and innovation that was starting to bubble up in the Lexus culture but had, until now, been obscured by the more mainstream energy of the brand.