Project Brief Partner with SCAD students for a 24 hour design challenge to refresh the Lexus window at the Fox Theatre. Students will work in a team to redesign the window to align with and promote Lexus’s current goal to “deliver the world’s most intelligent, advanced and enjoyable automobiles along with an unsurpassed ownership experience.” Lexus’s other key focus was on creating a window that was Instagramable, could change over time, and appealed to Gen X and Y while still retaining their core customers. The window also needed to meet several technical requirements set by the Fox Theatre.
Project Statement The Lexus brand is all about luxury, craftsmanship, and creating unique experiences for the consumer. With this display our team aimed to create a window that not only promoted these goals but also created a interactive and Instagramable experience. The experience begins by utilizing a motion video when there is no audience, displaying a unique headline to draw people in. Once a person is within range of the window a small camera in the middle activates and displays the person on the screen in the window. If the person wants to shares there experience there is also a QR code in the bottom right of the window that will take them to a livestream website where they can take a snapshot of their experience to save to their phone. This also allows for anyone anywhere in the world, to tune if they want to see what event is going on at the Fox Theater. Additionally, several different themes were created so that the backgrounds can change with different holidays. The final design of the window resulted in a new, engaging, and interactive experience for everyone.
Show and event themes were also created so that the Fox Theater could highlight shows playing there for extra variety and customizability.
The window creates a highly interactive experience because when someone approaches the screen they get to see themselves projected onto the window. This is accomplished through the use of a camera hidden in the window screen.
If someone wants to remember this experience with a photo there is a QR code in the bottom right of the window. Once a persons scans the QR code they are taken to a website livestream where they can see themselves. This allows anyone to easily take a photo and share it to social media. Additionally, the website will update with the theme of the board.
Leah Deaner 
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