[REVISION HISTORY]

Lexus-Disfrutar culinary partnership

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What changed

2026-07-28 10:08 UTC → 2026-08-02 16:14 UTC · added ~~removed~~

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.

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