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Lexus India embarks on ‘Taste of Trails – Indian gastronomic journey
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Monday, 04 September, 2023, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Driven by the philosophy of Omotenashi and a commitment to offer exclusive & luxurious experiences to its guests, Lexus India has introduced ‘Taste of Trails’, a new experiential programme as part of Lexus Life and Taiken Card offering. The new program will create unforgettable gastronomic encounters for its discerning guests in India.
The programme is being introduced with the one of its kind collaboration with Masque, India’s culinary gem, that has been on the top of many well revered ‘World’s Best Restaurant’ lists since its introduction. Lexus’ involvement as the exclusive crafts and luxury mobility partner brings innovation, as well as an amazing experience to Lexus guests at Masque. Chef Daniel Humm of Eleven Madison Park and chef Totlani of Masque will serve up a 10-course, plant-based menu that bridges each of their approaches to food, cooking and cuisine.
Creating food and elevating that into culinary art is fundamentally human and comprises an evolved level of craft. This thoughtful detail and craftsmanship are basic cultural pillars supporting the Lexus brand. This gastronomic experience is in line with the Lexus Taiken Card's offerings. The Lexus Taiken Card was introduced to provide experiences to the world's most sought-after events. It provides exclusive access to the most amazing events and bespoke experiences.
The card not only enhances the ownership experience but also creates a strong connection between customers and the brand, fostering a sense of loyalty and admiration for the exceptional quality and craftsmanship that Lexus represents. This service was created as a tribute to the guests who are genuine connoisseurs of experiences, whether it is an award show after party, a celebrity meet-and-greet, or a VIP box at a sporting event, among many others.
Naveen Soni, president, Lexus India, said, “We are extremely pleased to be Masque’s exclusive crafts and luxury mobility partner. As veteran Lexus owners know, driving a Lexus isn’t just a premium automotive experience—it’s an expression of a life well-lived. This collaboration is in alignment with Lexus' core values of passion, dedication, and imagination. As with the exemplary hospitality that Masque honours, it attests to our brand values of innovation, craftsmanship, and authenticity, making this collaboration a perfect fit.”
Aditi Dugar, founder of Masque, said, “We’re grateful to be able to work with the Eleven Madison Park team here in Mumbai, and to the team at Lexus India for being an integral support both to this collaboration and to the research and development that has gone into this season’s tasting menu. We share a passion for our respective crafts that makes this partnership a seamless one.”
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