Lexus is committed to art this week with a parallel presence at ARCO in Ifema, Art Madrid in the CentroCentro glass gallery and Urvanity Art Fair in Matadero.
“In a very sweet moment” for the Toyota luxury brand, said Mar Pieltain, director of Lexus Spain, with “great results for 2023 and a very good start for 2024” and after “half of the 35 years of their existence dedicated to art”, Lexus wants to “go one step further”.
At ARCO, in addition to having its own exhibition space, “like another gallery owner”, Lexus presents the winner of the Lexus Art Car 2023 award, awarded in this edition to the Zaragoza-based artist José Moñu for his work ‘RX KUMANO KODO’.
The project is a tribute to the pilgrimage that unites three sanctuaries in Japan, comparable to the Camino de Santiago and also recognized as a World Heritage Site by UNESCO and that puts the path traveled at the center of the work, beyond the result. final.
Against this background, Moñu has integrated the car, the driver and the road into the creative process of his work, as a protagonist in each case, in a “liquid painting” process, so that every curve and every incident has been captured. of the journey in the RX body.
It is the fifth year that ARCO Madrid 2024 has Lexus as an official partner as a demonstration of the brand’s connection with art and design.
Mar Pieltain, Director of Lexus Spain, at the ARCO 2024 International Contemporary Art Fair. EFE/David Fernández
On Wednesday afternoon, Lexus presents the Lexus Award for the Best Stand and Artistic Content of the fair for the fourth consecutive year, in “unconditional support for the gallery owners, without whom none of this would be possible,” in the opinion of Mar Pieltain.
On the other hand, the brand’s involvement with this international contemporary art fair extends to numerous other activities: guided tours during the fair, exclusive events behind closed doors and meetings with gallery owners.
Lexus has presented two other initiatives linked to the world of art that will be visible in Spain starting this month: a collection of digital works by Pablo Parafemo and another by “Intangibles by Lexus” that will be exhibited in Madrid at the Thyssen Museum, then in the Carabanchel neighborhood and will later travel to the Guggenheim in Bilbao and the Museum of Contemporary Art in Barcelona, added Aurelio García, director of Communication and Marketing. EFE
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2024-03-06 22:09:05
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