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- Lexus partners with leading European digital artists to create original works inspired by the ‘Everyday Extraordinary’ theme of the Lexus LBX
- Featured creatives are Sweden’s Andreas Wannerstedt, Ricardo Ulises Hernandez Gomez (aka ‘Ulises’), from Spain, and Charlotte Taylor of the UK
- Each artist has designed visually striking digital artworks, bringing their distinctive, personal touch to the Lexus LBX launch campaign
- Artworks launched today by the artists and Lexus on social media channels and other platforms
Lexus has commissioned a collective of pan-European digital artists to create unique visions of everyday city life using immersive design and dynamic imagery to help celebrate the launch of the LBX compact urban crossover.
Each creative has produced visuals and animations drawing on images and film from the LBX’s ‘Everyday Extraordinary’ campaign which open up new perspectives on familiar city environments, using impactful treatments to transform urban architecture and streetscapes. It is the latest original project in a long association between Lexus and the world of contemporary art and design that supports the company’s commitment to innovation and creative thinking.
The new works are being revealed today by the artists on their social channels and will be used by Lexus across a variety of platforms and marketing initiatives designed to capture the attention and appeal to a younger demographic. Each artist will also contribute a behind the scenes film, giving a personal insight into their ideas and how they brought them to life in their artworks. This aligns with the LBX’s reach to new audiences, in particular younger customers, who value premium quality, but with a more casual feel.
Filip Belmans, Lexus Europe Head of Communications and Customer Experience, said: “It has been amazing to see our LBX philosophy interpreted through diverse digital artistry that reimagines everyday city living. Our design ambition for the LBX was to create a car that is more relaxed than formal in character, displaying an authentic, effortless style that people will instantly feel a connection with. Each artist has captured this quality while applying their own creative vision to the project.”
The artists
The three artists, chosen for their original techniques, artistic vision and strong social media presence are Andreas Wannerstedt (Sweden); Ricardo Ulises Hernandez Gomez, known as ‘Ulises’ (Spain); and Charlotte Talyor (UK).
Wannerstedt is an art director and 3D artist who is renowned for his sculptures and mesmerising looping animations. He said: “The LBX brings a fresh and extraordinary approach to everyday life. I was inspired by this and the car’s sharp design and choice of vibrant colours to work with Lexus and create an artwork that expresses the new perspective on city life.”
Ulises is another 3D artist, also experienced in video and animation. His work with Berlin’s Ulises Studio, evokes premium quality and treads a perfect line between the real and surreal. In his animation, the LBX is driven through a typical monochromatic city which gradually transforms into a colourful array of urban architecture.
Charlotte Taylor is a digital artist, founder of the self-named Studio Charlotte Taylor and Maison du Sable. She specialises in architecture, interior design, and art direction.
The ‘Everyday Extraordinary’ campaign
The LBX makes the ‘Everyday Extraordinary’ by elevating the daily driving experience and turning it into something luxurious and engaging. The marketing campaign to launch the new model previously captured this concept in a series of four pop-events hosted in Milan, London, Madrid and Paris in which familiar everyday situations – a car wash, a multi-storey car park, a street art gallery and a bakery – were transformed into immersive luxury experiences, showcasing the LBX.
About the LBX
The self-charging hybrid LBX is the smallest Lexus yet, but fully deserving of its status as a landmark model, one which breaks down the traditional luxury hierarchy and which will be a game-changer for the brand in Europe.
As a new shape within Lexus’ well-established SUV line-up, it offers strong appeal to a younger audience and those who may not have considered a Lexus before. It has been conceived and developed without compromise, offering the craftsmanship quality and equipment features more typical of a larger model and the kind of rewarding driving experience that are part of every new Lexus.
The range is designed to give owners more freedom to express their individual taste and sense of style, true to the way Lexus makes luxury personal. It offers a choice of different “Atmosphere” influences that express a refined, dynamic or sporty theme through different combinations of styling details, colours, textures and finishes.
Learn more about the Lexus LBX at https://newsroom.lexus.eu/lexus-lbx/
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