Yamaha Motor and Yamaha to Jointly Exhibit at SXSW 2023

Rhea-AI Summary

Yamaha Motor and Yamaha Corporation announced their collaborative exhibit at SXSW 2023, titled "What revs your heart and makes waves?". This experiential installation will take place at the Creative Industries Expo from March 12 to 15 in Austin, Texas. Designed for two participants, the installation aims to convey the concept of Kando—a profound sense of satisfaction and excitement—through interactive non-verbal communication. Collaborating with Dr. Mark Changizi and Caltech’s Shinsuke Shimojo Laboratory, the project seeks to enhance customer understanding of Yamaha's core values. The installation represents a fusion of science and art, with a prototype developed for this event.

Positive

• Collaborative installation at SXSW 2023 enhances brand visibility.
• Focus on interactive experiences may attract a diverse audience.
• Involvement with research partners underscores commitment to innovation.

Negative

• None.

— Experiential installation that reproduces the Kando pursued by both Yamahas through science and art —

IWATA, Japan & HAMAMATSU, Japan--(BUSINESS WIRE)-- Yamaha Motor Co., Ltd. (TOKYO:7272) and Yamaha Corporation (TOKYO:7951) are pleased to announce their collaborative participation in the South by Southwest 2023 (SXSW 2023) festival for media, music, and technologies to be held from March 10 to 19, 2023 in Austin, Texas, USA. The two Yamahas will put on an experiential installation (an interactive artwork) called “What revs your heart and makes waves?” at the Creative Industries Expo held during the event from March 12 to 15.

“What revs your heart and makes waves?” experiential installation: *Photos show mid-development prototype (Photo: Business Wire)

The installation has two people experience it at the same time, with players experiencing the Kando* envisioned by both Yamaha Motor and Yamaha Corporation through non-verbal and intuitive communication between each other. The purpose of this exhibit is to deepen the understanding of the core value sought by both Yamahas together with visitors who experience the installation, so that the Yamaha brand as a whole can deliver even greater Kando to customers.

The design departments of both Yamaha Motor Co., Ltd. and Yamaha Corporation collaborated with Dr. Mark Changizi and the California Institute of Technology’s Shinsuke Shimojo Laboratory as research partners to create an experience of Kando, a sensation common to the corporate philosophies of both Yamahas. The team is working together to explore how to further clarify the essences of the experience itself through science and art as well as how it can be reproduced. The “What revs your heart and makes waves?” installation for SXSW 2023 is a prototype fusing science and art and was created as part of this research.

*Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excitement that we experience when we encounter something of exceptional value.

Exhibition Overview

• Date: March 12–15, 2023 (Creative Industries Expo)
• Location: Austin Convention Center (Austin, Texas, USA)
• Booth Number: 1126

SXSW 2023 Official Website: https://www.sxsw.com/

View source version on businesswire.com: https://www.businesswire.com/news/home/20230221005399/en/

Please direct any inquiries regarding this release to

Public Relations Group, Corporate Communications Division, Yamaha Motor Co., Ltd.

TEL: +81(0)538-32-1145

ymc_pr@yamaha-motor.co.jp

Brand Communications Group, Corporate Communications Division, Yamaha Corporation

Press Inquiry Form: https://inquiry.yamaha.com/contact/?act=55&lcl=en_WW

Source: Yamaha Corporation

FAQ

What is the SXSW 2023 event for Yamaha Motor and Yamaha Corporation?

It is a festival for media, music, and technologies held in Austin, Texas from March 10 to 19, 2023.

What is the title of the installation by Yamaha at SXSW 2023?

The installation is titled 'What revs your heart and makes waves?'.

When will Yamaha's installation be displayed at SXSW 2023?

It will be displayed from March 12 to 15, 2023.

What is the purpose of the Yamaha installation at SXSW 2023?

Its purpose is to deepen understanding of the concept of 'Kando' through interactive experiences.

Who collaborated with Yamaha on the installation for SXSW 2023?

Yamaha collaborated with Dr. Mark Changizi and the California Institute of Technology's Shinsuke Shimojo Laboratory.

What is 'Kando' in the context of Yamaha's installation?

'Kando' is a Japanese term referring to the simultaneous feelings of deep satisfaction and excitement experienced with exceptional value.