Lexus Design Awards

An awards show, built as a 3D world.

Client
Lexus
Category
Virtual exhibition
Platform
Web-native real-time 3D
Outcome
All 500 NFT editions claimed
The Lexus Design Awards exhibition hall in 3D: a dark blue-lit space with nominee screens along the walls, a central display and the concept car at the far end

At a glance

Challenge
Present the Lexus Design Awards nominees as an experience rather than a gallery page, and let anyone enter without installing anything.
Approach
A web-native 3D exhibition, with nominee work on the walls, an interactive Lexus LF-Z concept car at its centre, and NFT editions of that car for visitors.
Result
An exhibition people moved through rather than scrolled, and 500 NFT-certified editions of the concept car, all of them claimed.
Stack
Three.js and real-time 3D in the browser, product visualisation, NFT integration.

The brief

A web-native 3D experience that turned the Lexus Design Awards into an interactive exhibition.

Nominees’ work is normally presented as a gallery of thumbnails. Here the awards became a space: visitors explored the work, discovered the projects and moved through the experience towards the winners.

Through the exhibition, to the car

The exhibition

The space held the nominees’ projects on screens along its walls, alongside past winners and the awards films. Visitors moved between them at their own pace, rather than scrolling a list, and the route led towards the awards and the winner announcements.

The exhibition's centrepiece: the white Lexus LF-Z concept car on a lit turntable beneath a perforated canopy, with a Get your Lexus LF-Z NFT hotspot
The concept car at the centre of the exhibition

The concept car

At the centre stood an interactive 3D Lexus LF-Z. Visitors could turn it, look closer and examine it from any angle, in the browser, with nothing to install.

  • Real-time 3D

    The car rendered live, not as a video or a sequence of stills.

  • Free rotation

    Drag to turn the car and inspect it from any angle.

  • In context

    Presented on its turntable inside the exhibition, then in close-up.

  • No download

    Everything ran in a browser tab.

The LF-Z panel: the concept car on a light background with a description, and a prompt to drag the car to turn itThe Get your Lexus NFT panel: the LF-Z in collector livery, with 500 limited NFTs for the collectors
Explore the car, then take one home

500 editions

The experience also offered 500 NFT-certified editions of the concept car to visitors.

All 500 were claimed.

3D without the download

Building it web-native kept the depth of a real-time 3D environment while keeping the reach of the web: visitors entered directly, explored and interacted, with no application to install.

It also brought what the web gives you and a game engine doesn’t: easy access, measurable journeys and click-through engagement.

Capabilities

Next project

IQM

→