May 2018

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“Letters” incarnates the Lexus commitment to customer care
Artist Michael Murphy turns customer letters into 3-D art

As a tribute to the Lexus customer experience, the brand has collaborated with artist Michael Murphy to construct “Letters,” a 3-D piece of art composed of 2,000 suspended pieces of origami. Each piece of origami was created from a thank-you letter from a Lexus dealership guest. The display measures 16 feet long by 8 feet wide, and hovers 13 feet from the ground via a suspension system.

The luxury automaker views the artistic masterpiece as a personalized incarnation of its prioritization of customer service and its commitment to offering consumers affluent vehicles to elevate their daily drive. As Cooper Ericksen, Lexus vice president of marketing, said, “Using actual letters sent to our dealerships shows how each interaction, large or small, makes the overall Lexus experience exceptional. These experiences are the very DNA of what makes Lexus, Lexus.”

Lexus created a 60-second video to share “Letters” around the world, as well as highlight the brand’s high level of customer care. Ericksen explained the Lexus Covenant, the principle that “drives dealers and associates to treat customers as they would treat guests in their own home and to go to any lengths to serve them better.”

Michael Murphy, the artist behind “Letters,” explained the creative process that went into making the piece. “I took my ability to make things and combined it with my passion to create experiences for people and put them together.” He categorized the design as perceptual art, because it highlights the subjectivity of the viewer’s experience. The composition looks like the Lexus logo from one perspective, then the 2018 LS sedan from a different perspective.

Because “Letters” is a portable art piece, it will make appearances at select corporate and dealer events nationwide. Even if you don’t get a chance to witness the masterpiece in person, you can still view the video on the Lexus website, under the “Guest Experience” tab.

This article is presented by Lexus of Las Vegas in Las Vegas, Nevada.


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