Driven by the philosophy of Omotenashi and a commitment to offer exclusive and luxurious experiences to its guests, Lexus India has introduced ‘Taste of Trails’ a new experiential program as part of Lexus Life and Taiken Card offering. The new program will create unforgettable gastronomic encounters for its discerning guests in India.
The program is being introduced with the one of its kind collaboration with Masque, India’s culinary gem, that has been on the top of many well revered ‘World’s Best Restaurant’ lists since its introduction. Lexus’ involvement as the exclusive crafts and luxury mobility partner brings innovation, as well as an amazing experience to Lexus guests at Masque. Chef Daniel Humm of Eleven Madison Park and Chef Totlani of Masque will serve up a 10-course, plant-based menu that bridges each of their approaches to food, cooking and cuisine.
Creating food and elevating that into culinary art is fundamentally human and comprises an evolved level of craft. This thoughtful detail and craftsmanship are basic cultural pillars supporting the Lexus brand. This gastronomic experience is in line with the Lexus Taiken Card’s offerings. The Lexus Taiken Card was introduced to provide experiences to the world’s most sought-after events. It provides exclusive access* to the most amazing events and bespoke experiences. The card not only enhances the ownership experience but also creates a strong connection between customers and the brand, fostering a sense of loyalty and admiration for the exceptional quality and craftsmanship that Lexus represents. This service was created as a tribute to the guests who are genuine connoisseurs of experiences, whether it is an award show after party, a celebrity meet-and-greet, or a VIP box at a sporting event, among many others.
Commenting on the culinary partnership, Naveen Soni, President, Lexus India, said, “We are extremely pleased to be Masque’s exclusive crafts and luxury mobility partner. As veteran Lexus owners know, driving a Lexus isn’t just a premium automotive experience—it’s an expression of a life well-lived. This collaboration is in alignment with Lexus’ core values of passion, dedication, and imagination. As with the exemplary hospitality that Masque honours, it attests to our brand values of innovation, craftsmanship, and authenticity, making this collaboration a perfect fit.”
Aditi Dugar, Founder of Masque says, “We’re grateful to be able to work with the Eleven Madison Park team here in Mumbai, and to the team at Lexus India for being an integral support both to this collaboration and to the research and development that has gone into this season’s tasting menu. We share a passion for our respective crafts that makes this partnership a seamless one.”
Situated in Mumbai, Masque restaurant was established in 2016 by Aditi Dugar and a pioneering concept under Chef Varun Totlani’s culinary guidance. Masque has earned global recognition by being a part of the top 100 restaurant lists. This exquisite restaurant uniquely blends tradition and innovation, driven by locally sourced ingredients from farmers, producers, and foraging trips. Its culinary ethos spotlights local elements and maximizes flavors from India’s rich produce.
Masque along with Eleven Madison Park, the New York restaurant that has built an unmatched legacy for itself, will deliver a one-of-a-kind dining experience with a 10-course meal. This gastronomical journey will be embarked upon by Chef Daniel Humm. Under his leadership, Eleven Madison Park has earned several accolades, including 4 stars from the New York Times and 3 stars from the Michelin Guide – the first and only plant-based restaurant in the Guide’s history to do so.
For the entirety of the year, Lexus guests can savour contradicting dishes like the Barbecued Sea Bass, fried Idiyappam and Shallot Chai to create an intriguing dish that has never been attempted before – ‘The Lexus Soiree’. While the Sea Bass Barbecued makes for a great summertime dish, the fried idiyappam calls for the traditional idiyappam maker and the Shallot Chai is a Middle-Eastern tea made with a special member of the onion family that has a milder, delicate flavour. These delectable dishes will be presented by Chef Totlani of Masque.
The Masque x Eleven Madison Park dinner in collaboration with Lexus India was held on September 1 and 2, 2023 at Masque.