Text: Eric Tipan / Photos: Lexus Press | posted August 04, 2014 09:38
A collaboration of music, design and technology
Lexus models may soon be sexier than they already are after the brand locked the 'My humps' singer will.i.am in a creative partnership that sees them working together to bring music, design and technology into future Lexus vehicles.
The immediate effects of this campaign will be seen on the NX, Lexus’ very sophisticated premium mid-size SUV that debuted in Beijing.
Aside from injection his own brand of design and creativity, will.i.am will also design his own limited edition NX and will also be the face of a new TV commercial supporting the Lexus NX to be released late this year.
“Whatever I do, I want it to be striking. I want to innovate and revolutionise, and my partnership with Lexus on the Striking Angles campaign is no different. Inspired by our shared philosophy in design, we’ve been able to work together on a multi-faceted campaign that will challenge design conventions and fuel people’s imaginations,” said will.i.am.
Lexus will be releasing a short film to formally announce the partnership and it will feature will.i.am’s song ‘Dreaming About the Future,’ which features Sergio Mendes and was debuted in the Barbican’s Digital Revolution exhibition in London. The short film uses animated graphics inspired by will.i.am and will highlight ‘Lexus’ passion for angular and striking design.’
“We’re really excited to be working with will.i.am. His passion for design and innovation, coupled with his incredible creativity, makes him the perfect partner for our Lexus NX Striking Angles campaign,” said Alain Uyttenhoven, Head of Lexus Europe.
It is also worthy of note that the musician tried to launch 'his own car brand' in 2012 called IAMAUTO with a customized DeLorean built by West Coast Customs.
We reserve our judgement until the outcome of the limited edition NX designed by will.i.am, but we'll leave you with this image for the meantime.