CHI & Partners and client Lexus seem to have swallowed some ‘nothing is impossible’ Saatchi juice, preparing to launch the ‘world’s first rideable hoverboard’ as part of Lexus’ ‘Amazing in Motion’ campaign.
The Lexus Hoverboard purportedly combines liquid-nitrogen-cooled superconductors and permanent magnets to achieve frictionless movement. The board is made from materials found in Lexus luxury cars and features the Lexus spindle grille shape.
Lexus International executive V-P Mark Templin says: “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.”
Last year’s Amazing in Motion epic featured a strobe whizzing across the Kuala Lumpur skyline.