ROAD TO RES­O­NANCE

Prestige (Malaysia) - - DETOUR -

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.”

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