Lexus + Semi Permanent collaborate to launch 'Hidden Artistry' exhibition via M&C Saatchi

Screen Shot 2017-05-26 at 8.19.22 am.jpgTo 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.
Screen Shot 2017-05-26 at 8.19.29 am.jpgThe 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."

Screen Shot 2017-05-26 at 8.19.35 am.jpgThe 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 Screen Shot 2017-05-26 at 8.19.44 am.jpgrhythm 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

3 Comments

Interesting said:

How is it hidden if everyone can see it?

Ant Melder said:

Nice one dudes, this is freakin' awesome.

Fly said:

What did the creatives actually do?

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