Akio Toyoda hosts event showcasing Lexus’ commitment to design
“This is part of the transformation of Lexus,” said Mark Templin, executive vice president of Lexus International. “Lexus is expanding as a global company and we need to speak to a broad global audience. There’s no better way to do that than through design. Great design transcends cultures and doesn’t need any translation.”
Much of the focus on design for Lexus comes from the personal commitment of Akio Toyoda itself, grandson of the founder of Toyota. “I am very passionate about cars, and especially design,” said Toyoda. “To me, cars need to ignite all your senses, and one of the most important is the emotional connection you get when you see a beautiful car.”
This dedication to design is evident in concept vehicles from Lexus, including the award-wining LF-LC hybrid 2+2 coupe concept and the LF-CC concept car. It is also reflected in new production models such as the stunning all-new IS sports saloon.
Beyond its products, Lexus is now further supporting international design through a variety of unique initiatives around the globe:
LEXUS DESIGN AWARD
The Lexus Design Award is a competition to inspire the next generation of designers, by having them demonstrate their creativity and be recognized for their accomplishments. The first 12 winning works of this prestigious award were displayed from April 9 to 14 at Milan Design Week. Among the winners, two designers received the opportunity to create a prototype of their project, with the help of product designer Sam Hecht and architect Junya Ishigami.
BEYOND BY LEXUS
A new lifestyle magazine, BEYOND BY LEXUS, will feature Lexus vehicle information as well as stories on travel, architecture, art and design from a global and regional perspective. The magazine will be published around the world two times a year and translated into numerous languages. The magazine recently debuted and will be available on the global website from May 1.
LEXUS BRAND CAMPAIGN
On May 1, Lexus will launch a global advertising campaign with the theme “Amazing in Motion.” Featured in the campaign are spectacular larger-than-life human figures. High-technology 3-D printing was combined with fine craftsmanship to create the figures. Lexus materials, including bamboo and walnut found in the interiors of Lexus cars, as well as Lexus exterior paint, were used to construct the figures. Thanks to advanced technology and smooth artistry of puppeteers, the figures come to life on a grand scale.