Lexus and Semi Permanent collab to launch ‘Hidden Artistry’
Over the weekend, the new Lexus LC 500 was launched via a collaboration between Semi Permanent and M&C Saatchi Sydney. Together, they created ‘Hidden Artistry’ – a large scale exhibition of immersive public installations at the Semi Permanent conference held Carriageworks Sydney.
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.
M&C Saatchi Executive Creative Director, Michael Canning said:
“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”.
Vin Naidoo, Lexus Australia corporate manager of marketing operations and sales added: “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.”
Murray Bell, founder and director of Semi Permanent said:
“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.”