Yamaha Motor and Yamaha to Jointly Exhibit at SXSW 2023

- Experiential installation that reproduces the Kando pursued by both Yamaha companies through science and art -

Yamaha Motor Co., Ltd. and Yamaha Corporation are pleased to announce a collaborative participation in the South by Southwest 2023 (SXSW 2023) festival for media, music, and technologies, March 10 through 19, 2023, in Austin, Texas. The two Yamaha organizations 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 through 15.

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Yamaha Motor Co., Ltd. and Yamaha Corporation are pleased to announce a collaborative participation in the South by Southwest 2023 (SXSW 2023) festival for media, music, and technologies, March 10 through 19, 2023, in Austin, Texas. The two Yamaha organizations 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 through 15. (Photo: Business Wire)

The installation allows two people to simultaneously experience Kando*, envisioned by both Yamaha Motor and Yamaha Corporation, through non-verbal and intuitive communication. The purpose of this exhibit is to deepen the understanding of the core value sought by both Yamaha companies together and share that value with visitors who experience the installation, so that the Yamaha brand 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 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 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.

“What revs your heart and makes waves?” experiential installation

*Photos show mid-development prototype

• 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/

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