Lexus Europe today announced a creative partnership with entrepreneur, innovator and musician will.i.am. The Grammy–Award winner will be working with the brand to champion provocative design and technology, as part of its Striking Angels campaign to launch the new Lexus NX.

The announcement initiates the start of a unique collaboration that will encompass the world of music, design and technology. As part of the overall campaign will.i.am is set to design his very own limited edition take on the NX, a sharply– styled premium mid–size SUV. He will also star in the brand’s latest television advertisement. set to be released later this year.

will.i.am said “Whatever I do I want it to be striking, I want to innovate and revolutionise and my partnership with Lexus on the Striking Angels campaign is no different. Inspired by a shared philosophy in design, we’ve been able to work together on a multi–faceted campaign that will challenge design conventions and fuel people’s imaginations.

Alain Uyttenhoven, Head of Lexus Europe said: “We’re really excited to be working with will.i.am. His unrivalled passion for design and innovation coupled with his incredible creativity makes him the perfect partner for our Lexus NX Striking Angles campaign.”