“The Nautilus” art installation can be found in the Seaport District of Manhattan through Sept. 10
Photo: Lincoln Motor Company
Lincoln is really pushing the notion of its new 2019 Nautilus as an elegant work of art, and it’s using actual art to reinforce the concept. The luxury brand teamed up with marketing wizzes Atlantic Re:think and designers from SOFTLab to create “The Nautilus,” an art installation that launched this week in the Seaport District of Manhattan.
“The Nautilus” features around 100 interactive poles that activate based on touch and sound, creative a light and sound display that encircles the interactor. If multiple people are in the circle and touching the panels at once, it creates a unique environment. Pretty neat, huh? Does it have anything to do with the Lincoln Nautilus? Well, not really, but then you’d have to ask Lincoln Marketing Communications Manager Eric Peterson.
“Human-centered design and personal experiences are intrinsic to the Lincoln brand,” said Peterson. “The installation showcases Lincoln Co-Pilot360, our suite of driver-assist technologies, in a unique and interactive way.”
Makes sense!
What’s in a Name? You can probably guess how the Lincoln Motor Company got its name
“With this public art installation, we were able to use Lincoln’s rich design heritage and technology, and bring a really fun and immersive experience to the Seaport,” said Jeremy Elias, Executive Creative Director of Atlantic Re:think. “This isn’t the typical approach to auto advertising, or a new car launch, and the result is a piece of art that gives visitors at the Seaport a real, valuable experience.”
Whatever it means or doesn’t mean — after all, isn’t all art subjective? — “The Nautilus” will be on display in the Seaport District through Sept. 10 and will be moved to Lincoln headquarters in Michigan thereafter.
Speaking of Immersive Sound Experiences: 2020 Lincoln Aviator available with a 28-speaker Revel Ultima 3D sound system
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