Lexus Teams Up with Global Star will.i.am for New Campaign
Lexus has a new angle. The Japanese auto maker will be teaming up with a list of celebrities to add more limited edition vehicles to its already impressive luxury lineup.
The newest campaign, Striking Angles, can be interpreted in two ways.
First, angles play a significant part in martial arts. They are essentially systems of training for combat that have been organized to defeat an opponent.
Martial arts also involve various styles of combat. One of which includes striking styles or the ability to defend in an upright position. The interesting thing about striking styles is that each one is unique, with its own strengths and weaknesses.
Marital arts take on a number of geometric principles – incorporating movement in circles and angles.
Consider Lexus competing with well-known German rivals to appeal to a younger market, utilizing design and class-leading vehicle technology to defend its position as the world’s top-selling automaker.
Thus, striking from a position of power.
The second interpretation of the automaker’s campaign is the relation to angular design where striking angles not only provide a balance to smooth curves, but have actually been used to design ancient Greek and Roman architecture.
The purpose of incorporating sharp angles when creating these relic structures was to ensure a solid and lasting foundation hundreds of years down the line.
This seems to correspond with the automaker’s newest innovative concept Striking Angles which features the integration of music, design, and technology.
The basis of the collaboration between Lexus and will.i.am is a shared philosophy in design – a partnership that pushes the boundaries of design conventions and imagination.
The short coloration film titled ‘Dreamin’ about the Future’ acts as a companion piece for the campaign, showcasing images of facets, angles, and polygons, while featuring the new Lexus NX in the background.
Combining bold new looks and innovative technology with angular design, both Lexus and will.i.am look to create a luxury performance car for the future.
Lexus of Highland Park believes the brand would interpret this new project as a way to simply introduce the all-new NX crossover, while showcasing its collaboration for Striking Angles with entertainment mogul and global artist will.i.am.
According to the popular singer-songwriter, the idea for the partnership was first birthed in London, after the showcase of his “Pyramidi” installation at the Barbican’s Digital Revolution exhibition in London.
The purpose of the piece was to examine the fusion of analog and digital music. Sharing an appreciation for technology, the collaboration between Lexus Europe and will.i.am seemed to be a natural one.
As part of the Striking Angles campaign, will.i.am will design his own Limited Edition 2015 NX and personally, Lexus of Highland Park is looking forward to the artistic twist he’ll add to one of the brand’ most popular crossover vehicles.
“Whatever I do I want it to be striking. I want to innovate and revolutionize and my partnership with Lexus on the Striking Angles campaign is no different” – will.i.am
Visit Lexus of Highland Park to learn more about the new NX and to browse our current inventory of new and pre-owned Lexus vehicles.
