The Journey into 'Instinct' is Experienced by Those Who Seek the Essence

In November 2017, only specially invited guests could attend the special event hosted by LEXUS. The attendees, a diverse group including fashion industry leaders, media editors-in-chief, creators, and venture company representatives, comprised 30 industry leaders who bring innovation to the era.



From our publication, in addition to our representative Hiroyuki Matsumoto and Editor-in-Chief Tomoki Yusuke, we participated alongside Mr. Toshihide Abe, representative of Fire King Cafe, with whom we have a long-standing relationship, and Mr. Mao Hosoo of Hosoo, a long-established Nishijin-ori textile manufacturer in Kyoto. On the day of the event, each team was assigned a new LS, and participants drove themselves towards Asagiri Plateau at the foot of Mt. Fuji, the event's venue.





It is equipped with the highest level of preventative safety technology, "Lexus Safety System +A." It generously incorporates advanced safety features such as the world's first "Active Steering Assist" which provides automatic steering to avoid collisions that automatic braking cannot, and "Pedestrian Alert" which notifies the driver of the direction of pedestrians via the head-up display. As befits its flagship status, this car embodies the true joy of driving by integrating design, driving performance, and safety into a unified whole.

Indeed, as the event title "LEXUS LS INSTINCT by DINING OUT" suggests, the purpose of this event was to experience the exquisite flavors of nature through a camping style that appeals to "instinct."

Participants Hunt for Ingredients

The participants were divided into three groups. One group went trout fishing in a mountain stream, another harvested carrots and Jerusalem artichokes at the organic "Kitayama Farm." Our team departed at 6 AM, before dawn, to procure the main ingredients at Yaizu Port.

Fresh seafood was lined up at the fishing port, and with the cooperation of Mr. Naoki Maeda of "Sasue Maeda Fish Shop," we experienced everything from the auction to the procurement of fish. Here, we obtained a magnificent alfonsino, one of the main dishes for the meal. With anticipation for how it would be prepared, we left the port.


Upon arriving at the venue, the majestic figure of Mt. Fuji greeted us. However, what truly captured our attention was a wild boar being roasted whole over glowing embers. Providing an impactful culinary experience in a primitive style was Mr. David Pinto, a master of embers.



The DINING OUT team, whose name is on the event title, provided exquisite hospitality, starting with the assignment of Mr. Tomoyuki Tanaka of FPM as DJ and the meticulously arranged venue. DINING OUT opens a premium outdoor restaurant for a few days only, a few times a year, somewhere in Japan. This time, as a special guest-participation style, expectations were high.

Receiving Life, Coexisting with Nature

The course began with a wild, outdoor style, where we headed to the grill ourselves to cook the ingredients. Beef wrapped around a long wooden stick was perfectly grilled, and topped with sea urchin, creating a dish where the smoky aroma of charcoal and the richness of the sea urchin stood out. This was followed by "Greek Taramosalata," "Jamaican Roast Chicken," "Beef Tacos," and "Large Scallops."


However, the most impactful dish was undoubtedly the whole roasted wild boar. After a careful five-hour roast, steam billowed out as the knife cut into the perfectly browned skin, prompting participants to reach for their cameras. The melt-in-your-mouth tenderness and concentrated flavor further stimulated our already growing appetites.

After thoroughly enjoying all twelve dishes, the event concluded as dusk settled. Looking back, it was an experience that was both entirely new and somehow familiar. What is clear is that it was an event style unlike any other.



Luxury brand events, not just in the automotive industry, are typically passive experiences held in controlled indoor environments with predictable presentations. While this approach is understandable as it avoids weather disruptions and unexpected incidents, it is precisely in experiences that involve risk, active engagement with the earth, water, and living creatures in the midst of nature, that true value lies. This is where we felt LEXUS's pride in realizing this event.

However, it is in the experiences that can only be felt by taking risks in the great outdoors and actively engaging with the soil, water, and living creatures that true value lies. This is where we felt LEXUS's pride in realizing this event.

True Luxury Stimulates the Senses

Humanity evolved at an astonishing pace and built civilization after acquiring 'fire.' With the advancement of technology, society became affluent, and 'luxury' came to be defined by ornate and expensive possessions.

However, in recent years, as consumer activity shifts from 'things' to 'experiences,' society is beginning to realize that value lies in areas that cannot be measured by wealth or status alone, prompting a re-evaluation of what it truly means to be affluent.



In other words, experiences that are irreplaceable by money, that shake the mind and appeal to our instincts, are the true luxury, and perhaps this is what the event embodied.

Supporting this, Mr. Kazuo Okino, Head of J Marketing, Lexus Brand Management Department at Lexus International, stated, "To have our guests, who have experienced the best of everything, understand our concept, we needed to provide a unique time and spatial experience. Human senses are sharpened in environments that can never be replicated."



The automotive industry is expected to undergo drastic changes, with gasoline being replaced by electricity and hydrogen, and the advent of autonomous driving without drivers, a world unimaginable just a decade ago. It is understandable for car enthusiasts to resist this shift, but times are inexorably moving towards the future.

However, simply conforming without thought is not the answer. We must discern the benefits brought by rapidly advancing technology and actively consider what constitutes the joy of driving and the emotions a car can evoke. Perhaps drivers themselves must now proactively contemplate the future of automobiles.

The cutting-edge technology packed into the new LS and the low-tech camping style that relies solely on instinct to master fire. LEXUS's ability to lead the luxury brand landscape lies in its presentation and masterful fusion of these seemingly opposing worlds, demonstrating their close relationship.