Here at Abouttoblow we appreciate when a creative idea comes to fruition with great execution and in today’s ever-changing society it’s not often we come across a product that’s an eye-catching idea, effortlessly practical and caters to the needs of the evolving consumer. However, the all-new Lexus-NX does just that.
Lexus have captured the imagination of the modern consumer with the NX’s innovative and forward thinking design. Not only does it stand out against the competition with its sports grill and sleek design; it sees Lexus tackle a new mid-size market incorporating style and power along with sustainable features. The NX is Lexus’ first ever turbocharged engine, and with wireless technology and a range of all new features it’s looking to be a heavy contender in this new market segment.
We at Abouttoblow are big fans of creative culture and have found ourselves particularly resonating with Lexus’ unique and inspiring collaborative promotional campaign, especially with NX-Materialized which is one of the pillars of NX-Perspectives.
NX-Perspectives combines the culture of design with the power of the crowd as Lexus involve designers from around the world in their creative process, whilst NX-Materialised joins both technology and special effects to give the NX a human feel breathing life into the car’s interior quality by projecting it onto a human body. NX-Materialised by Studio XO really uncovers the interactions between humanity and machine showing similarities in functional and fashion design. Watch the NX Skins fashion film below.
Explore more about NX-Materialised here:
Another part of NX-Perspectives, specifically focusing on the striking silhouette of the NX , is NX-Constructed where Interactive designers Hellicar and Lewis took the opportunity to represent the NX’s aesthetic design through the fluid movements in a digital kaleidoscopic. The effortlessly smooth end product highlights the seamless marriage between the NX’s design and philosophy behind the car’s hybrid characteristics. The final and arguably the most captivating project is the sleek partnership with Canadian DJ/Producer Lunice, entitled NX-Illuminated. The director Peter Marsden managed to create a unique audio/visual art piece combining Lunice’s new single ‘Can’t Wait To’ with the artist’s movement, which can be seen in the video blending NX’s unique lighting structure with visually appealing features seen so commonly in fashion design and music.
It would seem as though they are taking the steps to ensure the NX is a car of the future. Not only is it interesting to see brands such as Lexus showing an interest in the arts-sphere it’s also refreshing to see their product expressed through digital arts presentation, with the hope to offer a new perspective reaching a new active and engaged urban markets.
For more information visit : NXPERSPECTIVES
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