ROAD TO RESONANCE
Horgan-Furlong reveals that the marriage of fine wine, art and food have proved to be complementary for clients who enjoy quality and appreciate great craftsmanship. One who approaches what he does differently, chef Quade also muses: “People always have expectations, so we try to exceed them. It starts by sparking their imagination – getting them to think about what they’re experiencing. It’s very powerful. It’s not just food and wine, but how we package it – even how we design our website.”
It’s evident that this same credo has led Lexus to expand into a luxury lifestyle brand. Bringing customers to Margaret River for its Escape To Amazing event is the company’s way of showcasing its finesse at creating experiences that money cannot buy (daredevil, road-raging roo unplanned, but part of the magic of the unexpected, I’d like to think).
But it isn’t a foray into new territory, says Chris Taylor, the Lexus Asia Pacific manager responsible for branding. Such hospitality, he shares, can be mapped back to Lexus’ launch in 1989 in the US. “A covenant was written – a manifesto if you’d like – that talked about our philosophy. And one of them is that the brand will strive to treat customers as one would treat a guest in his or her own home.”
David Nordstrom, Vice-President of Lexus Asia Pacific, adds: “Food and travel are two passions our Lexus guests enjoy, and ultimately, complement the luxury lifestyle they live.”