Lexus partners with Barcelona's Disfrutar restaurant for edible press release

Lexus has announced a collaboration with the Barcelona‑based restaurant Disfrutar, whose chefs Oriol Castro, Eduard Xatruch and Mateu Casañas are known for their three‑Michelin‑star cuisine and the 2024 World’s 50 Best Restaurants title. To mark the partnership, the two brands released an edible press‑release, turning the announcement itself into a tasting experience. The initiative highlights shared values of precision, innovation and craftsmanship, and is accompanied by an audiovisual piece that showcases the behind‑the‑scenes work of both companies. The collaboration is planned to develop over several years, exploring further links between gastronomy, design and technology.

The partnership reflects a broader trend of luxury brands seeking immersive, sensory‑driven marketing, positioning Lexus and Disfrutar as leaders in experiential communication.