Will.i.am adds an edge to lexus nx striking angles campaign


INNOVATOR TO DESIGN LIMITED EDITION LEXUS NXLexus Europe today announced a creative partnership with global entrepreneur, innovator and musician, will.i.am. The Grammy-Award winner will be working with the brand to champion provocative design and technology, as part of its Striking Angles campaign to launch the new Lexus NX.

The announcement initiates the start of a unique collaboration that will encompass the worlds of music, design and technology. As part of the overall campaign, will.i.am is set to design his own limited edition take on the NX, a sharply-styled premium mid-size SUV. He will also star in the brand's latest television commercial, set to be released later this year.

will.i.am said: "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 a 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."

A short collaboration film featuring the singer and songwriter has been released to kick-off the partnership. Celebrating the synergy between innovation and technology, the film visually brings to life will.i.am's track, 'Dreaming about the Future', first debuted as part of will.i.am's Pyramidi installation at the Barbican's Digital Revolution exhibition in London. The track, which also features Brazilian musician, Sérgio Mendes, is central to the immersive installation, supported by Lexus, which showcases a mix of digital and analogue music technologies and projection-mapped visuals. The animated graphics, inspired by will.i.am and Lexus' passion for angular and striking design, also feature in the short film.

Alain Uyttenhoven, Head of Lexus Europe said: "We're really excited to be working with will.i.am. His unrivalled passion for design and innovation coupled with his incredible creativity makes him the perfect partner for our Lexus NX Striking Angles campaign."

Consumers can expect further announcements as Lexus continues to bring its philosophy of Amazing in Motion to the streets.

About Lexus

Launched in 1989, Lexus has become renowned throughout the world for its pursuit of perfection, the outstanding quality and sophisticated high-technology content of its products, and for its unique concept of complete customer service. Further reinforcing the traditional Lexus values of unparalleled build quality, comfort and interior luxury, Lexus is currently rejuvenating its line-up, launching a new wave of emotional and inspirational products featuring bolder product execution, superior driving dynamics and state-of-the-art technologies. Today, Lexus remains the first - and only - premium automotive manufacturer to offer a comprehensive full-hybrid model range comprising the RX 450h, the GS 450h and GS 300h, the LS 600h, the ES 300h, the IS 300h and the CT 200h. In Europe, models featuring Lexus Hybrid Drive account for more than half of all Lexus sales. Lexus sold 43,241 vehicles in Europe in 2013 and aims to increase sales to 50,000 vehicles in 2014. The new NX mid-size crossover, to be launched in the second half of 2014, will represent another significant growth opportunity in the future years.