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3 clusters · 9 sources · 16 days · First seen · Last updated

Lexus-Disfrutar culinary partnership

Overview

In mid‑July 2026 Lexus Spain announced a multi‑year collaboration with Barcelona’s three‑Michelin‑star restaurant Disfrutar. To launch the alliance, the automaker and the restaurant, together with creative agency Burns, created an edible press release served to diners, showcasing shared values of precision, innovation and Japanese hospitality.

A week later, coverage of Spain’s upscale dining scene highlighted the partnership again, noting that the same Lexus‑Disfrutar initiative had debuted with a sensory‑focused activation. The story also mentioned the recent Michelin Guide recommendation for Cervus in Reus, underscoring the growing prominence of Spain’s high‑end gastronomy and the interest of luxury brands in the sector.

On 1 August 2026 Lexus reiterated the collaboration, emphasizing the involvement of Disfrutar’s chefs Oriol Castro, Eduard Xatruch and Mateu Casañas, who had earned three Michelin stars and the 2024 World’s 50 Best Restaurants title. An accompanying audiovisual piece documented the behind‑the‑scenes work of both brands, reinforcing a broader trend of luxury companies using immersive, sensory‑driven marketing to link gastronomy, design and technology.

Entities

Oriol Castro · Disfrutar · Lexus · Mateu Casañas · Eduard Xatruch

Timeline

  1. 22 days ago

    [BUSINESS] 2 sources
    Lexus partners with Barcelona's Disfrutar restaurant for edible press release

    Lexus teams up with Barcelona's three‑Michelin‑star restaurant Disfrutar, unveiling an edible press release and a joint audiovisual piece, signaling a multi‑year partnership focused on innovation and design.

  2. 27 days ago

    [CULTURE] 2 sources
    Spain's gourmet scene adds Michelin‑recommended Cervus and Lexus‑Disfrutar partnership

    Cervus in Reus earns a Michelin Guide recommendation, while Lexus teams up with Barcelona's three‑star Disfrutar for a sensory partnership, highlighting Spain's rising gourmet profile.

  3. about 1 month ago

    [BUSINESS] 5 sources
    Lexus teams with Michelin‑starred Disfrutar for edible press‑release launch

    Lexus Spain partners with three‑Michelin‑star Disfrutar, turning its press release into an edible dish to showcase shared values of precision and innovation.

Sources

edelweiss-wuelflingen.ch · hu.sports.yahoo.com · lacronicadebadajoz.elperiodicoextremadura.com · larazon.es · marketeer.pt · merca20.com · mundoDeportivo.com · okdiario.com · periodismodelmotor.com

This summary has been updated 1 time: see revision history