LEXUS RZ BY MARTA DE LA FUENTE AT ART MADRID'25: ENJOY!
Feb 28, 2025
art madrid
LEXUS RZ BY MARTA DE LA FUENTE AT ART MADRID'25: ENJOY!
Lexus participates for the second time in Art Madrid, joining the celebration of the fair’s twenty years of contemporary art from March 5 to 9 at the Galería de Cristal of the Palacio de Cibeles. This year, Lexus takes another step in its commitment to art and creativity by presenting an artistic installation that blurs the lines between design, technology, and visual expression. In collaboration with renowned artist Marta de la Fuente, Lexus transforms its RZ model into a moving work of art, merging two worlds that share philosophy, sensitivity, and passion: the gastronomy and culture of Spain and Japan.
The piece titled Itadakimasu ('Enjoy your meal!' in Japanese) is a tribute to the experience of traveling through the senses. Marta de la Fuente brings to life a visual collage on the Lexus RZ that evokes iconic culinary moments from both countries, connecting landscapes, flavors, and emotions. After all, food is a universal language, a bridge between both cultures.
The concept of the installation transports us to those moments of pleasure that arise when discovering a new dish, a shared table, or a landscape unfolding before our eyes as we drive along the road. The images projected onto the vehicle and the walls of the stand recreate this visual travel journal. We see scenes of a green field with traditional houses in Shirakawa, an unforgettable bowl of ramen, salmon nigiri, a chef dedicated to his work, shrimp in a traditional Madrid tavern, gildas shared with friends, a glass of wine, a knowing smile. Each image, each flash of light on the surface of the Lexus RZ, is a fragment of memory, an invitation to rediscover the pleasure of travel and gastronomy as transformative experiences.
But Itadakimasu is not only a tribute to cuisine and travel, but also an exploration of movement as an artistic expression. The Lexus RZ itself becomes a symbol of journey and discovery, integrating the sensation of speed, ever-changing landscapes, and the people we meet along the way. Through the use of moving projections, the installation plays with perception and distortion, creating a dynamic visual effect that reinforces the idea of travel as a succession of fleeting moments. This technique, known as anamorphosis, allows each viewer to experience the work from a unique perspective, reminding us that memories are not linear, but fragments that overlap and reconstruct themselves in our minds.
Lexus' participation in Art Madrid is part of the second edition of Lexus Art Month, an initiative that further strengthens its connection with the contemporary art scene. Since its founding in 1989, Lexus has been synonymous with luxury, technology, and innovation, but also with a vision that goes beyond the automotive sector to embrace creativity in all its forms.
With Marta de la Fuente's Itadakimasu, Lexus invites the viewer to immerse themselves in a sensory experience where travel and gastronomy merge into art. A celebration of tradition, movement, and memory, and the pleasure of savoring and discovering the world with every kilometer traveled.
Sponsor of ART MADRID'25
