The hanging installment "Letters" is part of a marketing campaign highlighting people's positive experiences at Lexus dealerships

Lexus has revealed “Letters,” an art installation celebrating customer loyalty made from 2,000 thank you letters sent to Lexus dealerships. Lexus commissioned artist Michael Murphy who folded each of the letters into an origami sphere.

 

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The paper spheres were suspended to create the profile shape of the 2018 Lexus LS sedan when viewed from a side angle. As you move around the installation, the pattern of spheres changes to reveal the Lexus logo.

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The 8 by 16-foot installation is part of a marketing campaign highlighting people’s positive experiences at Lexus dealerships. “Letters” is featured in a new ad airing on digital platforms including Hulu and Pandora.

Lexus also created a ‘making of’ video that shows clips of the nearly 200 hours spent folding each letter and hanging the origami spheres.

The best view of the installation is likely to be in the videos. Lexus says “Letters” was designed to be transportable but it is slated to appear only at corporate and dealer events.

Lexus

Lexus has revealed “Letters,” an art installation celebrating customer loyalty made from 2,000 thank you letters sent to Lexus dealerships. Lexus commissioned artist Michael Murphy who folded each of the letters into an origami sphere.

 

The paper spheres were suspended to create the profile shape of the 2018 Lexus LS sedan when viewed from a side angle. As you move around the installation, the pattern of spheres changes to reveal the Lexus logo.

The 8 by 16-foot installation is part of a marketing campaign highlighting people’s positive experiences at Lexus dealerships. “Letters” is featured in a new ad airing on digital platforms including Hulu and Pandora.