Lexus is launching a global brand campaign “Amazing in Motion,” which comes as reinterpretation of the brand’s dedication to technology, craftsmanship, art and design. As part of it, the auto giant presents an array of new marketing initiatives ranging from pop-up retail spaces in select global cities to a lifestyle magazine to short branded films.
The first campaign’s project is a beautiful on-site installation called “Steps” that features two inanimate 11-ft tall figures brought to life by puppeteers. The male and female figures, created using 3D-printing technique and made of metal, bamboo and walnut, walk around the night city. Watch their walk in a video below.
Next Lexus’s creative initiative is a lifestyle magazine “Beyond by Lexus”, covering traveling, architecture, art and design. The digital publication will feature news, features stories as well as reports from international events related to design and automotive industry. It will be released twice a year in different languages.
As a tribute to cinematography, Lexus has collaborated with the independent American film studio, The Weinstein Company, to develop a series of five short films dedicated to the “Life is Amazing” theme. The videos will be unveiled on the brand’s global website in the coming months.
Another upcoming Lexus’s project is the INTERSECT BY LEXUS space in Tokyo developed by the Japanese interior designer Masamichi Katayama. The brand notes that it will be neither a dealership, nor a traditional retail space, engaging guests, even non-drivers, through design, art, fashion, culture, movies, music and technology. The venue will feature a series of retail exclusives “Crafted for Lexus” designed by Japanese artists. The first space will be opened in Aoyama, Tokyo, this summer, followed by New York City and Dubai.
In 2012, the brand also founded The Lexus Design Award, inviting creative design minds to compete for a chance to showcase their talent on the international level and collaborate with acclaimed professionals. This year, Lexus is sure to continue the initiative with the new installment of the competition under the new theme—the 2012 year’s one was “Motion.”