More Than A Revolution
By Yuka Matsukawa

The Light, Speed, Innovation: Lexus 460 Degrees launch party was a noteworthy event, maybe for the sole reason that it showcased the all-new Lexus LS. Amid a large crowd in a confined space, the car stood, representing the concept of luxury to the fullest. Guests were invited to sit in vehicle and experience a taste of luxury, everything from the reclining seats in the rear of the vehicle to a drop drop-down lit vanity mirror that opens at the push of a button. The car, in as few words as possible, is completely amazing! Not to mention the parallel parking function it possesses—which had everyone raving that the car parks itself!

The crowd was friendly—I had conversations with a reporter who just so happens to write on the topic of car marketing. I also met an actor, Paul Rudd, who I didn’t at first recognize until several other people at the party made mention of his celebrity. Both of these men I met, where else, but in the back seat of the car! I felt the crowd to be diverse, after speaking to someone who worked as a head hunter for hedge funds and an Ad guy from the Saatchi and Saatchi offices in Los Angeles. The bar wasn’t half bad—they offered a new gin called Bulldog that I’d never tried before. Along with drinks, there were hor d’oeurves which couldn’t be brought out quick enough for the hungry crowd. Nothing spectacular, which I haven’t had before.

Of note, besides the wonderful ride, was of course the art! The multi-media based exhibition features art from three different artists. Pascual Sisto’s “Push/Pull” consists of two video screens facing each other--one showing the bright headlights of cars, the second screen revealing the perspective of the back of cars. What was so interesting to me about this work was that it provided an esoteric glimpse into the way that human brains process visual stimuli. Because the cars are arranged in a vortical fashion I assumed the cars were in a tunnel. Until I broke down the components of the video and realized that they were just duplicated lanes of cars. Sisto has commented that this is an homage to Los Angeles car culture and reflected the meditative state of cars and as an extension of one’s imagination.

The party overall was a great success due Lexus’ ability to thematically convey it’s vision of design, both in its new line of cars and the art on hand to reinforce their innovativeness.