Collaboration of design & technology results in a creative breakthrough for the New Lexus Amazing in Motion Campaign
A Lexus has always been a vehicle that rides on wheels, in contact with the ground. Until now. This summer a new Lexus takes flight, bringing the stuff of science fiction closer to real world fact with Lexus creating one of the most advanced Hoverboards ever developed in partnership with world leading experts in super conductive technology. The Lexus Hoverboard operates using magnetic levitation to achieve amazing frictionless movement. Liquid nitrogen cooled superconductors and permanent magnets combine to allow Lexus to create the impossible.
Mark Templin, Executive Vice President, Lexus International, said: “At Lexus we constantly challenge ourselves and our partners to push the boundaries of what is possible. That determination, combined with our passion and expertise for design and innovation, is what led us to take on the Hoverboard project. It’s the perfect example of the amazing things that can be achieved when you combine technology, design and imagination.”
“The Lexus Hoverboard is a great showcase for the creativity and innovation of the Lexus brand as part of the fourth project in the Lexus ‘Amazing in Motion’ campaign,” said Takayuki Yoshitsugu, Chief Representative, Middle East and North Africa Representative Office, Toyota Motor Corporation. “Great design speaks to everyone, everywhere and Lexus is committed to and inspired by design excellence to create unique projects that capture the imagination of our customers and people all over the globe. We also appreciate the encouragement of our customers who have always supported our design-led initiatives over the years. ”
Wrapped in a design that is uniquely Lexus, the Hoverboard features the iconic Lexus spindle grille signature shape and uses materials found in the luxury car brand, from the high tech to natural bamboo.
Testing of the Lexus Hoverboard will be taking place in Barcelona, Spain over the coming weeks until Summer 2015.