A press release served on a plate, accompanied by a multi-sphere of pesto, tomato powder and basil bubbles. This is how Lexus Spain and Enjoy have presented the beginning of a multi-year collaboration that brings together the automobile company with one of the great references of global haute cuisine (three Michelin stars and Best Restaurant in the World in 2024).

The action, worked together with the Burns agency, is an unexpected way of announcing an alliance, but also a way of explaining from the first gesture what Lexus and Enjoy have in common: a way of understanding excellence that is supported by the process that makes a good result possible. Research, technique, precision, craftsmanship and the ability to excite are the key ingredients of the philosophy of both brands.

Thus, the edible press release transfers corporate communication to the language of the company and is not limited to reporting only on the collaboration. In this case, it invites you to experience it with the senses as happens in a tasting menu, where each element fulfills a function, anticipates an intention, opens a story and encourages you to dwell on the detail. The alliance is thus presented not as a sponsorship agreement, but rather as a meeting between two brands that recognize the same creative demand in each other.

Excellence with excellence between Lexus and Enjoy

Lexus Spain frames this collaboration within its commitment to projects linked to innovation, design, creativity and lifestyle. The brand has spent years building its positioning around an idea of ​​luxury that is not expressed only through the product, but also through experience, hospitality and meticulous attention to each point of contact.

Enjoying brings especially congenial territory to that conversation. The Barcelona restaurant run by Oriol Castro, Eduard Xatruch and Mateu Casañas has established itself as one of the great names in contemporary gastronomy thanks to a cuisine based on constant research, creative freedom and the desire to break new ground. Its proposal is understood from the sequence, the rhythm, the surprise, the technical precision and the memory it leaves in those who experience it.

The collaboration is born, precisely, from that affinity. As Lexus explains, with Enjoy they share a reading of innovation that moves away from artifice and is understood as a permanent search for new ways to excite.
And the inaugural action summarizes that meeting point well. A communication that could have been resolved with a conventional statement is transformed into a palatable object. The press release is accompanied by ingredients and preparations that refer to the gastronomic universe of Enjoy, but at the same time expresses an idea very specific to Lexus: value is in what is taken care of before the public perceives it.

From Lexus, its Director Mar Pieltain places the alliance in an idea of ​​excellence that begins long before someone sits at the table or gets behind the wheel. “The best experiences are remembered for how they make you feel”he points out, highlighting that both Lexus and Enjoy share a way of working based on research, design, anticipation of needs and care for what often goes unnoticed. “Not because we do the same thing. Not because we belong to the same sector. But because we share a very similar way of understanding excellence, the relationship with people and the enormous value of small details”explains the meaning of this collaboration.

The edible press release is only the first chapter of an alliance that will develop over the coming years through different initiatives and experiences. The project will explore the relationship between gastronomy, design, craftsmanship and innovation, four territories from which both brands build a good part of their identity.

For Lexus, the alliance reinforces its link with disciplines capable of elevating its brand discourse beyond automotive. And its territory is also supported by an idea of ​​service inspired by the Omotenashi Japanese, a form of hospitality that seeks to anticipate the needs of others and take care of the experience even in its least obvious details. And that look finds a natural mirror in haute cuisine. In a restaurant like Mejorar, excellence also depends on what happens before the diner sees the result: tests, research, adjustments, technique, repetition, sensitivity and a permanent desire to surprise without losing precision.

The collaboration with Diseño reinforces, in this way, a territory that Lexus has been building in recent years around gastronomy, hospitality and lifestyle. The brand had already explored that space with “Chef Delivery”, an action together with Just Eat and Burns that delivered a menu created by Javier Estévez, chef of La Tasquería; with Kanpeki, its first non-alcoholic cocktail developed together with Santos and Desamparados; and with “Omotenashi on the Go”, a haute cuisine food truck designed to transfer Japanese hospitality to the urban environment.

Creativity as a method

Oriol Castro, Eduard Xatruch and Mateu Casañas opened Compartir Cadaqués in 2012, after almost fifteen years working together. The three met at the end of the 90s at elBulli, an environment that decisively marked their way of understanding cooking as a space for exploration, thought and creation.
In 2014 they started their project in Barcelona with Mejorar. Almost twelve years later, the restaurant has three Michelin stars and was recognized as the Best Restaurant in the World in 2024 by The World’s 50 Best Restaurants. Added to this is the opening of Compartir Barcelona in 2022 and a consulting activity that expands the group’s influence beyond its own restaurants.

In this context, the spearhead of Enjoy is creativity. His cuisine has been built on the development of new techniques and concepts, but also on a way of understanding the gastronomic experience as an emotional sequence. Each elaboration is part of a larger journey, in which the surprise is a consequence of the previous work.
This approach explains the relevance of the collaboration with Lexus. In both cases, excellence is a discipline and a way of doing things that requires time, precision and a demanding relationship with detail.

The edible press release summarizes with special clarity the ambition of this alliance, a literal translation of the philosophy that unites the two brands. And if the project talks about sensory experiences, the communication also had to be sensory; If you talk about innovation, the format could not be conventional; If you talk about excellence, each element had to be thought out.
This is the teaser video with which the alliance was announced:

Lexus and Enjoy thus propose an alliance whose joint journey begins on a plate, but aspires to go beyond a specific action, opening a collaboration designed to explore how gastronomy, design, craftsmanship and innovation dialogue when they share the same demand.