Salt XC Brings Lexus Takumi Keiken to Life at La Nesra: A Masterclass in Experiential Storytelling
When a visionary creative agency meets a purpose-built experiential venue, the result is more than an event — it becomes a fully immersive brand journey.
In spring 2025, Salt XC transformed La Nesra into a multi-sensory, VVIP experiential environment for Lexus Takumi Keiken Montréal, welcoming 40 curated guests into a world of craftsmanship, precision, and elevated storytelling. Designed as a flowing narrative across multiple spatial chapters, the experience demonstrated exactly what’s possible when creative agencies are given the flexibility, infrastructure, and production support that La Nesra was designed to deliver.
A Purpose-Driven Brand Experience Built on Craftsmanship
The strategic vision behind the event centered on celebrating Lexus’ unwavering dedication to craftsmanship while introducing Quebec creators to the philosophy of Takumi. The objective was clear: elevate the Lexus badge as a true luxury brand by aligning with local passion points, reinforcing lifestyle relevance, and laddering the experience back to the ma ster brand through immersive storytelling.
Salt XC approached the brief as a complete narrative journey — not a single moment, but a sequence of carefully curated chapters that unfolded across the venue. The result: one immersive Lexus experience told through 40 individual stories, layered across art, light, sound, food, design, and spatial flow.
Transforming La Nesra Through Creative Subdivision of Space
La Nesra’s modular architecture and production-forward design allowed Salt XC to subdivide the venue into distinct experiential zones without compromising guest flow, sightlines, or production logistics. This creative zoning enabled multiple immersive moments to coexist seamlessly — a capability that traditional venues simply can’t support at this level of complexity.
Guests entered through “The Gate of Excellence” — a striking sculptural tunnel inspired by the Lexus spindle grille, designed & created by local artist David Umemototo immediately transporting attendees from the ordinary into the crafted world of Lexus. The entrance was enhanced with curated soundscapes and a crafted cocktail moment, setting the emotional tone before guests transitioned deeper into the experience.
From there, the journey unfolded through atelier-style installations, light art activations, vehicle displays, and gallery walkthroughs — each space intentionally choreographed using lighting cues, structural installations, and open sightlines to maintain rhythm, pacing, and discovery.
This level of spatial storytelling is exactly what La Nesra was built for: a venue designed by producers for producers, enabling creative agencies to execute ambitious experiential concepts without being constrained by fixed layouts or limited infrastructure.
Hand-Curated Details at Every Touchpoint
Salt XC’s attention to detail was evident throughout every layer of the guest experience.
The environment featured multiple vehicle installations, large-scale art pieces, structural floral arrangements, and live creative demonstrations — all reinforcing the Lexus brand values of mastery, precision and craft. Guests experienced interactive light painting moments, hanging textile installations, macro galleries of Lexus craftsmanship, and local artist-led activations that brought the brand story into tangible form.
Even the smallest details were elevated: delicately printed menus, personalized packaging, luxury takeaways, and handcrafted décor elements woven into the tablescape and wayfinding. The event branding emphasized authentic materials, intentional lighting, and tactile depth — ensuring every surface supported the narrative of craftsmanship and luxury.
An Immersive Culinary Collaboration
Following a dynamic cocktail experience, guests transitioned into a multi-sensory dining environment designed as “A Symphony of Flavour.” Guest chef, Jeremie Falissard of Montreal’s popular Barroco, collaborated directly with La Nesra’s in-house catering and production teams to deliver a four-course tasting menu inspired by Lexus brand stories.
The dining experience incorporated interactive sensory play, curated lighting cues, vibrant florals, locally sourced handmade plateware, and narrative-driven menu design. Each course aligned with the broader experiential story, transforming dinner into an extension of the brand journey rather than a standalone moment.
This seamless integration between creative concept, culinary execution, and venue operations highlights one of La Nesra’s key differentiators: true turnkey production support that allows agencies to focus on storytelling while the venue delivers executional excellence.
Why Creative Agencies Choose La Nesra
Salt XC’s takeover of La Nesra is a powerful example of what’s possible when creative agencies are empowered by a venue designed specifically for experiential production.
La Nesra fills a critical gap in the market by offering:
- Unmatched spatial flexibility for creative subdivision and multi-zone storytelling
- Luxury-level infrastructure and finishes that elevate premium brand experiences
- Turnkey production, technical, and culinary power under one roof
- Design-forward architecture that enhances content capture, guest flow, and immersion
- Operational expertise built by producers, for producers
This ecosystem allows agencies like Salt to push creative boundaries, execute complex experiential narratives, and deliver high-impact brand moments without compromise.
A Collaborative Success
This event stands as a testament to the power of collaboration between venue and agency. Salt XC’s visionary storytelling, meticulous creative direction, and experiential design transformed La Nesra into a living brand environment for Lexus — proving how powerful a purpose-built venue can be when paired with world-class creative talent.
At La Nesra, we’re proud to support agencies who dare to imagine more — and to provide the space, infrastructure, and expertise to bring those visions to life.
Event: MNP Frozen Frequencies
Production Partner: C3 Events
Venue Partner: La Nesra
If you’re a creative agency, brand, or producer looking to create immersive, high-impact experiential marketing in Montréal, La Nesra is where ideas become reality.