Lexus wanted to connect with the art world in an authentic way—without resorting to clichés or forcing the relationship. To achieve this, it created Lexus Roundabouts, a digital project that highlights and celebrates the most curious and artistic roundabouts in Spain. Through a web-based guide, users are invited to discover these moving pieces of urban art, connecting design, place, and culture from an unexpected yet brand-aligned perspective. A subtle and original way to bring Lexus closer to contemporary art.