Barcelona – Lexus has captured imaginations around the world by creating its own version of a working hoverboard.
A few days after its release, a video of professional skateboarder Ross McGouran riding a hoverboard went viral. While some questioned its authenticity, it soon transpired that the technology was real, brought to life by Lexus after 18 months of painstaking research with the German company evico, which specialises in magnetic levitation.
The work is part of the Amazing in Motion series by Lexus, a platform for the auto manufacturer to examine passion projects and show off its technical know-how, differentiating itself from its more strait-laced luxury competitors.
The Big Picture: Consumers are rediscovering a taste for grandeur and ambition, rather than 140-word brand messages. Find out more in our macrotrend The Immortal Brand.