Lexus Collaborates with MADE Fashion Week, Coco Rocha and Giles Deacon to Create Live Holographic Fashion Experience During New York Fashion Week
'Lexus Design Disrupted' event features a unique convergence of artistry and technology
NEW YORK (Sept. 6, 2013)—To celebrate the launch of its all-new 2014 IS performance sedan, Lexus created and hosted a MADE Fashion Week event last night debuting a first-ever live holographic performance art experience. The event, “Lexus Design Disrupted,” featured supermodel Coco Rocha and a bold retrospective from the archives of designer Giles Deacon in a creative concept inspired by the IS and the brand’s commitment to design and technology. Joe Zee, ELLE
creative director and host of Sundance Channel’s special series “Revealing,” served as master of ceremonies.
By combining 3D holographic projection technology, 3D mapping and a choreographed narrative, Lexus, in conjunction with award-winning multimedia studio LEGS, created a visually stunning show designed to defy convention with the seamless integration of technology, fashion and performance art. The cutting-edge spectacle turned the stage into an illusionary world where 3D holograms interacted with their real-life counterparts to tell a metaphorical story of disruption as an inevitable phenomenon in nature. It echoed the emotion and independent spirit of the recently launched commercial campaign for the IS that challenges consumers to stand out from the crowd.
The story unfolded in three acts, tracking the beautiful heroine (Rocha) as she battled opposing forces on a path to independence from darkness to light. 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.
“Lexus Design Disrupted reaffirms our focus on design and technology and the willingness to push boundaries,” said Brian Bolain, Lexus corporate marketing communications manager. “All of the creative people involved in this event, including Joe, Coco and Giles, ‘blend out’ and take everyday risks—something we at Lexus strive to do and celebrate.”
The IS incorporates Lexus’ new design language that seeks to attract drivers in a new way. Lexus Design Disrupted was an opportunity for guests to engage with Lexus through design, art, fashion, culture, music and technology.
Lexus launched in 1989 with two luxury sedans and a commitment to pursue perfection. Since that time, Lexus has expanded its line-up to meet the needs of global luxury customers. In every vehicle, Lexus incorporates innovative technologies, high-quality designs and luxury materials. With numerous models featuring Lexus Hybrid Drive, Lexus is the luxury hybrid leader and is dedicated to developing vehicles that are kinder to the Earth. Lexus’ current vehicles incorporate outstanding driving dynamic characteristics and feature a new design language that includes a spindle grille and distinctive lights, creating a signature look and feel for the luxury brand. In the United States, Lexus models are sold through 233 dealers who are committed to exemplary customer service.
About MADE Fashion Week
MADE Fashion Week started in 2009 to counter the impact of economic recession on designers who could no longer afford the cost of runway shows during New York Fashion Week. Now in its ninth season, MADE is a global, year-round media company that harnesses the energy of creative communities around the world. MADE events include over 40 fashion shows and presentations, events, and concerts anchored by Fashion Weeks in New York and Paris, plus an unrivaled digital presence at MilkMade.com
MADE is at the forefront of a movement that's making fashion more accessible. MADE encourages creativity, fosters growth, challenges convention and connects visionary brands to the creative vanguard of Fashion, Music, Art, and Culture.
About Milk Studios
Milk stands at the crossroads of the fashion, music, photography, and film worlds. A media company based out of New York and Los Angeles - Milk spans contemporary culture and is a hub for nurturing creativity and supporting partnerships with some of the industry’s most visionary talent and innovative brands.
Team One (for Lexus)
Team One (for Lexus)