Sculpture Exhibit Unveils New Lexus…Slowly
Lexus is using a slow-reveal public art exhibit, set against the backdrop of New York City, to show off its new car.
The exhibit, called Unpacking, opened yesterday amid the allure of the World Financial Center Plaza. There, a multi-layered plexi-glass sculpture evolves each day as panels are removed and placed around the Plaza. The remaining sculpture reflects the outline of the inside of the automaker’s luxury LS 460 sedan model. Meanwhile, each panel removed contains words from Lexus’ manifesto: “There is no map to innovation. The path to invention is laid with passion and confidence, and the courage to move forward into untraveled territory.” The manifesto can be read in its entirety once the last panel is removed.
“The LS 460 is about going beyond the expected,” said Brian Bolain, national interactive and contextual marketing manager at Lexus. “This creation and its slow unveiling help to further convey this concept.”
Lexus commissioned New York City-based architectural firm nArchitects to develop the exhibit. Colwyn, PA-based Jetstream Manufacturing manufactured the installation pieces.
“We were intrigued by the way the project was described to us,” said nArchitect’s Eric Bunge in a statement. “A mysterious installation that slowly unveils over five days…it is rare to hear this kind of interesting idea from a client.”
Invites went out to the 30,000 employees who work in the Financial Center. Banners, posters and ads on screens in the walkways of Center also support.
The initiative is one of many in the automaker’s arsenal to promote the launch of the LS 460. An art exhibit, Light and Speed, will feature creative works by various artists. In one, a video image of moving cars pays homage to American car culture. Another shows a kaleidoscopic image of white headlights approaching in silence on one screen, and on another, red taillights speeding away.
The exhibit will visit four cities this fall and winter; New York (Nov. 14-27), Miami (Dec. 7-21), Chicago (Jan. 10-23) and Los Angeles (debuting Oct. 20 for two weeks). In each city, temporary 460 Degrees Galleries will host events, public seminars, chocolate tastings and presentations by luxury retailers.
“We wanted to do something that celebrates reinvention and Lexus’ heightened focus on design,” said Deborah Meyer, VP-marketing, Lexus in a statement. “The show is all about forward thinking and looking beyond the obvious, which perfectly represents the redesign of Lexus’ flagship sedan.”
