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Published Date: 10/07/2014

Lexus have announced that they will sponsor the debut gallery artwork of rapper will.i.am.
Lexus to sponsor Will.i.am’s debut art installation

The installation, Pyramidi, was designed by the musician alongside sound artist and designer Yuri Suzuki, and is due to open today at London’s Barbican arts centre.

Pyramidi was designed to explore the interface between analogue and digital music in a live gallery experience, featuring visuals with an animated projection of the musician in an ancient Egyptian headdress.

The eyes of the six-foot tall animation follow visitors as they walk around the gallery, accompanied by robotically powered drums, piano and guitar which play Dreamin’ About the Future, a song specially penned by the Black Eyed Peas frontman for the exhibition.

It forms part of the larger Sound and Vision section of the show, itself a component of the Digital Revolution exhibition, which explores how the digital era has influenced the way music is visualised, featuring also works by artists such as Björk, Brian Eno and Radiohead.

Allen Uyttenhoven, Head of Lexus Europe, said: “Design, technology and innovation are deep-rooted in Lexus and we believe that will.i.am’s installation captures this ethos artistically, reflecting the Lexus mantra of Amazing in Motion.”

This isn’t the first time that the Japanese luxury car manufacturer has partnered with the musician either; in 2011 Lexus launched a four-part online series in collaboration with Oprah Winfrey’s television channel, the Oprah Winfrey Network.

The series, titled ‘The Sessions Project: will.i.am’, was an intimate exploration of the forces that shape creativity, guided by legendary photographer and filmmaker Norman Seef.

Each episode provided a window into a particular aspect of the musician’s creative process and aimed to give viewers a direct experience of his artistic expressions and methods.

Lexus’s support of the Digital Revolution exhibition builds on the carmaker’s reputation for being on the cutting edge of new technology and innovation. According to the company, by partnering with will.i.am in this live gallery experience, Lexus will celebrate its heritage, as well as its continued commitment to creativity and design.

“As with any sponsorship, a sense of shared values and ambitions is essential” Uyttenhoven concluded. “The installation will.i.am has produced is like Lexus in being progressive and pushing creative boundaries.”

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