A: Is for the merger between art and corporation

Lexus is now changing the way it does business and it has become subliminal. Push/Pull is a video art installation made by Barcelona's artist Pascual Sisto. He is now based is Southern California. Push/Pull consists of two screens filled with cars. Lexus cars! Showing now at 460 Degrees Gallery it is a traveling art show sponsored in full by Lexus.

Lexus is not alone in merging art with advertisement/sponsorship. ". Toyota, is exploiting hip hop artists with a Scion on a new reality Television show called "Stomping Grounds However Lexus is unique with 460 Degrees as it traveled to New York, LA, Miami and Chicago this past year and it will go to Milan's Furniture Fair this year. There have been failures in this newest market. Sony Play Station tried to get graffiti artists to ensue their success. They attempted to paste guerrilla ads over their work and ended up with a riot.

New York's n Architects installation which was featured in the courtyard of the world Financial Trade Center was also Lexus sponsored. Their sponsorship budget is $60,000.00 to target these unknown demographics.Lexus did extensive research and found art and culture figure predominately in marketing.


Curator Sebastien Agneessens has been hired for Coco-Cola, Sharp, Diesel and Starbucks. Artists in New York, Miranda Lichenstein, and Belgian Arne Quinze have already been approached.

Is this a sell out or the way things are going? Agneessens states "What's there to object to they have a open checkbook" and that is a F.A.C.T.