During the Miami Art & Design week, luxury automaker Lexus hosted a mixed reality experience using a DeepFrame display. On site at the fair, the new LF-1 Limitless Future Concept Vehicle was exhibited under the slogan The Future Is Limitless - a perfect title that unified the visual experience seen through the display.



"In the case of what we developed for the LF-1, it almost lets you see inside. It’s like using X-ray vision to see beyond the sheet metal and inside the vehicle. It’s a very cool technique."
Brian Bolain, the general manager of Lexus International

Holographic screen used for brand activation at event Lexus

Combining high performance with unrestrained luxury, the LF-1 Limitless is a showcase of technology, innovation and the latest evolution of design at Lexus, which will be celebrating 30 years in 2019.

At the dedicated Lexus area, the DeepFrame display was positioned in front of the actual concept car, projecting a digital overlay on top of the car to create the sensation of mixed reality. Created by Japanese architect Socha Ichikawa of dNA (doubleNegatives Architecture) together with our partner Senlis, the mixed reality experience was mapped to highlight specific details and design features of the actual car when looking through the optical lens.

3d holographic screen - DeepFrame for museums, expos and events

"One of the unfortunate things about looking at a car that’s not moving is [its] kind of static nature. Cars are meant to be in motion. They look best when they’re driven. But in a convention center or a hall of some sort, it’s hard to show that.

Adding this layer of motion graphics, of moving lights, lets us give life to something that is otherwise static."
Brian Bolain, the general manager of Lexus International


Mixed reality 3D hologram for large spaces such as expos, airports or exclusive brand activations