Lexus launches public installation to promote new model

Lexus has launched ‘Hidden Artistry’, a public installation to promote its new Lexus LC 500 at Carriageworks Sydney.

In collaboration with Semi Permanent and M&C Saatchi Sydney the exhibition includes the work of six well-known artists with different talents to create a Japanese Takumi-inspired installation.

Using the tradition of Japanese Takumi – which means ‘master craftsman’ – the activation includes artists Toby and Pete, George Nichola, Simone Chua and Renzo B.Larriviere and Dion Horstman.

Michael Canning, executive creative director at M&C Saatchi, said in a statement: “We wanted to bring this culture to life in a way that people could experience beyond the car itself.”

Vin Naidoo, Lexus Australia’s corporate manager of marketing operations and sales, said the installation reflected the design, innovation and “hidden artistry” behind the new card model.

“This new flagship coupe signals a new chapter for the Lexus brand, as we evolve beyond a luxury automotive manufacturer into a global luxury lifestyle brand that creates amazing experiences,” he added.

Murray Bell, founder and director of Semi Permanent, said: “We are excited to deliver this imaginative series of collaborative works in partnership with Lexus Australia on site at Carriageworks for Semi Permanent this year.”


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