Lexus teams with Michelin‑starred Disfrutar for edible press‑release launch

Lexus Spain has launched a multi‑year partnership with Barcelona’s three‑Michelin‑star restaurant Disfrutar. To announce the collaboration, the automaker and the restaurant, together with creative agency Burns, turned a traditional press release into a dish served at the restaurant. The edible press release featured techniques such as pesto spherification, tomato powder and basil bubbles, aiming to convey the shared values of technical precision, innovation and attention to detail.

The campaign is part of Lexus’s broader strategy to link the brand with high‑end experiences in gastronomy, design and lifestyle. Disfrutar, named the world’s best restaurant in 2024, provides a platform for the luxury car maker to demonstrate its Japanese hospitality concept, Omotenashi, through a sensory marketing activation that replaces written communication with a tasting experience.