Four leading artists create bespoke pieces inspired by the Lexus LS via Saatchi Singapore
The flagship Lexus LS is a work of art, crafted by Japanese Takumi craftsmen to create an experience like no other. To bring this experience to life, Saatchi & Saatchi Singapore have commissioned four of Asia’s leading artists to create bespoke pieces inspired by the iconic features of the Lexus LS.
The campaign ‘Through the eyes of art’ launched on 16th April in online formats, across social, in print and through event experiences at key Lexus showrooms across ASEAN & India.
As one of India’s leading Origami artists, Himanshu Agrawal, has created an Origami masterpiece inspired by the three-dimensional handcrafted pleats of the Lexus LS inner door panels.
Australia-based Malaysian artist, Cheryl Heap, has created an imposing natural wood sculpture influenced by the expertly veneered wood of the interior wood panels.
As a pioneering glass artist based in Singapore, Florence Ng, took inspiration from the Kiriko-cut glass of the Lexus LS, to create a kinetic glass sculpture.
Finally, Michelle Yu’s artistic vision is boldly captured in her metal etching that represents the meticulously crafted Lexus LS spindle grille.
“For a brand that stands for ‘Experience Amazing’, traditional advertising will always fall flat. Our ambition for the Lexus LS was to create a series of experiences, inspired by Lexus’ Takumi craftsmanship, for people to interact and engage with” said Clinton Manson, Executive Creative Director at Saatchi & Saatchi Singapore.
“Lexus is set apart by its human-centered craftsmanship” said Madeleine Chan, Regional Brand Manager at Lexus Asia Pacific. “When Saatchi & Saatchi presented an idea that brought our flagship vehicle to life through the eyes of the leading artists in the region, it was an instant connect.”
“Lexus is a great client to us and we’re thrilled we could match their ambition with a brave idea centered around changing brand perception through experience and social conversation,” said Rosalind Lee, General Manager at Saatchi & Saatchi.