To launch the new Lexus LC 500, Lexus Australia
has collaborated with Semi Permanent and M&C Saatchi Sydney to
create 'Hidden Artistry' - a large scale exhibition of immersive public
installations at the Semi Permanent conference at Carriageworks Sydney
May 25 - 27.
The exhibition explores the tradition of Japanese
Takumi, which means 'master craftsman' in Japanese and is synonymous
with exceptional attention to detail and a commitment to achieving
perfection. The production of Lexus vehicles is similarly immersed in
this tradition.
The exhibition invited six well known artists of different mediums to
create an immersive installation inspired by a unique design approach of
the Lexus LC 500, including collaborators, Toby & Pete, George
Nicholas, Simone Chua & Renzo B.Larriviere, and Dion Horstmans.
Says Michael Canning, ECD, M&C Saatchi: "The
Lexus approach to design has a thoughtfulness and artistry that is
unique to Japanese design culture. We wanted to bring this culture to
life in a way that people could experience beyond the car itself. Semi
Permanent was the perfect platform to connect this Lexus design purpose
with a broader creative community."
Says Vin Naidoo, corporate manager of marketing operations and sales, Lexus Australia: "Lexus
Australia is dedicated to design and innovation, and through our
partnership with Semi Permanent and M&C Saatchi we have commissioned
six artists to interpret the hidden artistry and Takumi craftsmanship
of the new Lexus LC 500.
"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. "I look forward to showcasing this approach to attendees at
Semi Permanent."
Says Murray Bell, founder and director of Semi Permanent: "Our
commitment to design, craftsmanship, supporting emerging talent and a
vision to create amazing experiences inspired Semi Permanent to
collaborate with Lexus Australia in 2017. 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."
The
Aperture installation by Toby and Pete, inspired by the infinity tail
lamp of the LC 500, arranges lighting and lasers using suspended mirrors
to create an infinite portal with a changing composition synchronised
to a soundscape reflecting symmetry and precision.
George
Nicholas drew inspiration from the power, energy, and rhythm of the LC
500's V8 engine. Nicholas created a bespoke piece of sound design
specifically tuned to be heard through the LC 500's 13 Mark Levinson
premium audio speakers.
Simone Chua and Renzo B.Larriviere from
amigo & amigo chose to explore the craft of aerodynamics, and the
unseen work that goes into 'designing' the movement of airflow around
the vehicle. Their work will visually explore airflow and the physics of
design.
Dion Horstmans explored the YET philosophy, which is
central to the design of the LC 500; The work of sculptor Dion Horstmans
is built from rugged, industrial materials, yet has an unmistakable
human touch. His work blurs the line between man-made elements and what
has been created through industrial means, which is a central element of
the LC 500 design philosophy.
Hidden Artistry is a free public
exhibition at Semi Permanent, open 9am-5pm on 25-27 May 2017 at
Carriageworks, Eveleigh, semipermanent.com.
M&C Saatchi
Michael Canning - Executive Creative Director
Nick Russo - Group Head
Tara Goh - Group Account Director
Michael Sinclair - Group Strategy Director
Sharon Edmondston - Creative Director
Misha McDonald - Creative Director
Laura Kinzett - Senior Strategist
Chi Yusuf - Group Design Director
Ellie Jones - Art Director
Avani Maan - Copywriter
Thanh Nguyen -Account Manager (Social)
Julia Oswald - Account Manager
Lexus Australia
Vin Naidoo - Corporate Manager of Marketing Operations and Sales
Adrian Weimers - Corporate Manager of Marketing
Kelly Sammut - Sponsorship & Lifestyle PR Manager
Rachel Kumcevski - PR Coordinator
EVH
Nicole Craig - Senior Account Director
Avant Agency
Cassandra Kevin - Director
Jessie Gilbert - Account Manager