September 10, 2013
Toyota Corp.'s Lexus generated interest in the IS model during New York Fashion Week with a live holographic performance art experience that showcased the brand's penchant for devising creative ways to engage fans.
The "Lexus Design Disrupted" event centered on the brand's commitment to technology design and featured model Coco Rocha and a retrospective from the archives of designer Giles Deacon. Structuring the event around a broad theme rather than the IS model itself allowed Lexus to reach greater creative heights and stand out in a crowded arena.
"We wanted to showcase Lexus’ new design language and the strikingly different IS as the vehicle that is designed to stand out," said Teri Hill, Lexus media manager, Torrance, CA.
"Fashion Week is the epitome of showcasing designs that stand out, but instead of doing a typical fashion show we decided to create an event that defies convention with the seamless integration of technology, fashion and performance art," she said.
Merging disciplines
Lexus worked with multimedia studio LEGS to create a show that integrated technology, fashion and performance art. The team combined 3D holographic technology, 3D mapping and a choreographed narrative to produce the spectacle.
The stage was transformed into an illusionary world where 3D holograms interacted with their real-life counterparts to convey a metaphorical story about the fundamental role disruption plays in nature.
Lexus Design Disrupted
Lexus Design Disrupted resembled the texture and message of the brand's commercial campaign for the IS.
The new 2014 Lexus IS advertising campaign is hoping to illuminate and applaud the lifestyle of the ideal Lexus consumer. The ads are vying for ways to provoke the audience into adopting similar attitudes (see story).
The story included three acts that portrayed the heroine's quest to achieve independence in light by struggling against darkness. Through choreographed movement and creative expression, she breaks free from the dark, unleashing a surge of vibrant color as she ultimately finds her own liberation.
Filmmaker and artist Andrew Thomas Huang of LEGS served as creative director for the show, which included the performance of choreography by Ryan Heffington and original compositions by rock band HEALTH.
Elle magazine's creative director Joe Zee served as master of ceremonies.
Mr. Zee
Artists unite
Lexus has embarked on a multi-faceted effort to tie the new IS model to the idea of artistic ingenuity.
The automaker promoted the 2014 IS vehicle with a collaboratively created, stop-motion Instagram film that draws on the perspectives of 212 fans to show the vehicle in a range of angles and tones.
Under the orchestration of a directorial team during Instagram’s #WorldwideInstameet, car enthusiasts and Intagram users from a variety of background blended their personalities in a film that colorfully animates the IS. By leveraging Instagram in this unifying fashion, Lexus is likely to grab the attention of a younger demographic and potentially trigger more collaborative, stop-motion films (see story).
Also, the brand broadened its cross-media campaign for the 2014 Lexus IS with an interactive microsite that encouraged fans to create an “Amazing Mix” for a chance to win tickets to the 2014 Pebble Beach Food and Wine Festival, overnight accommodations and $2,000.
The Amazing Mix microsite enshrined the 2014 Lexus IS on a raised platform and let users experiment with a number of inputs that transform the screen. Promotional campaigns that ask for greater involvement among younger fans may generate future customers since they help to create memorable brand connections (see st0ry).
"This event is an extension of the 2014 Lexus IS launch," Ms. Hill said
"The IS pushes the boundaries of style, design and performance, and Lexus Design Disrupted demonstrates the adventurous spirit of the IS through an elevated experience," she said.
"Lexus Design Disrupted was an opportunity for guests to engage with Lexus through design, art, fashion, culture, music and technology."
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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