How we turned Lexus into a work of art. Literally.

EXPO CHICAGO is one of the art world’s most influential gatherings, attracting global galleries, artists, collectors, curators, and cultural leaders from around the world. So how does Lexus show up in a way that feels authentic within that space? Enter Alex Alpert.

Known for his fluid, stream-of-consciousness illustration style, Alpert became the creative centerpiece of an immersive Lexus experience spanning both Festival Hall and Polk Bros Park. Together, the two environments transformed Sketch to Street into a living expression of artistic process, spatial design, and automotive craftsmanship.

Inside at Festival Hall, we created a gallery-inspired environment centered around a live art collaboration with the Lexus IS 350. Throughout the fair, guests watched as Alpert illustrated the vehicle’s hood in real time, transforming the car into an evolving canvas that blended artistic process, performance, and automotive craftsmanship. Guests were also invited to engage more intimately with the work through a series of art-driven touchpoints, including curated postcard moments where exclusive artworks could be personalized live by Alpert himself. Nearby, crafted beverage experiences extended the artistic expression even further, with complimentary drinks finished with printed linework inspired by Alpert’s signature style.

Outside at Polk Bros Park, our footprint evolved into a more energetic waterfront expression of the brand. A glowing AirClad structure, immersive lighting, layered lounge environments, DJ sets, and additional Lexus vehicle displays transformed the space into a vibrant social destination where contemporary art, sound, hospitality, and design converged. Guests could also step into “Drawn in the Moment,” an interactive portrait experience that transformed their likeness into stylized artwork inspired by Alpert’s signature visual language, creating personalized digital collectibles designed to be shared.

In an event with impossible-to-ignore work, Lexus turned heads.

Sketch to Street earned something most brand activations don't: genuine curiosity from an art crowd that can smell inauthenticity from across a gallery. Alex Alpert's live collaboration turned the IS 350 into a destination, and "Drawn in the Moment" turned attendees into participants. At an event defined by craft and intention, Lexus showed up with both.