The luxury Japanese manufacturer teamed up with ViZoo, the Dutch video design company, to wow crowds passing by an interactive advertising display in New York.
The campaign allows users to select models and colours before beaming them into the indoor space for a 360-degree walk around of the life-size virtual vehicle.
The campaign was so successful that police officers had to move people along because they were blocking up the streets.
Expect to see manufacturers attracting new customers with the new technology in major UK cities soon.
ViZoo's 3D floating video image technology
Lexus has also used the new technology to market its new RX 350 SUV. The holographic ads allow participants to witness car collisions that seem to crash through shop windows on huge video displays, and to 'undo' them by interacting with the ads using their own body movements. The safety-focused ads are communicate the brand's latest safety message, ‘The safest accidents are the ones that never happen’.