Lexus initiates international programme to encourage viewer participation
For his first episode, Lexus works with the UK-based origami artist Coco Sato
The Lexus Creates Initiative is a new content series from the luxury brand. This social media-driven program engages participants in activities that are both informative and engaging, on topics related to Lexus' trademarks in terms of design and craftsmanship. This is accomplished with the help of a number of partners who, through their unique talents, inspire participants to create while increasing the value of their craft.
“Lexus often looks for unique ways to connect with audiences beyond the automotive industry. The people-centered focus and commitment of the brand to the craftsmanship form a natural basis for reaching and dealing with topics that have already proven to be interesting for our audience. The Lexus Creates series is a perfect example, ”said Brian Bolain, general manager of Lexus International.
The first part of the series works with the UK-based origami artist / Takumi Coco Sato to bring the art, precision and creativity of the origami to life. Starting with a cat, a leaf and a more complex butterfly, the Lexus Creates series gives viewers access to the skills and teachings of Coco Sato.
Coco Sato is best known for translating traditional Japanese aesthetics into art forms with a uniquely modern twist. With paper, fabric, food or simple electronics, she creates works of art and public origami installations.
The work, born in Tokyo and completed with a Bachelor of Fine Art from Central Saint Martins in London, is inspired by everyday life in her native Japan and her sincere desire to dissolve borders and promote understanding between different cultures.
Sato's work alludes to an increasingly fast-moving and stressed world and examines the relationship between human interaction, technology, space and nature. It is motivated by belief in the power of individuals who come together to make a statement, create a movement, or make positive change. She shares her art and skills through social media and video tutorials and wants to encourage you to do things and think with your hands
By targeting such an artist, Lexus wants to help strengthen the value of creativity and the beauty conveyed by these simple, timeless forms of paper, and increase the impact of the human-centered skills with which the emotions of Coco Sato's work can be captured.
