Lexus installations explore human-centred technology at Milan Design Week

• Presentation of new works inspired by Lexus’s ‘Black Butterfly’ next generation cockpit control device
• A-Un installation created in collaboration with creative agency SIX and design studio STUDEO
• Discover Together, a collection of works by up-and-coming creators from Bascule Inc., Northeastern University and Lexus’s in-house design team, produced as a legacy project from the Lexus Design Award
• Lexus Design Award – Discover Together – to be relaunched this summer and showcased at Milan Design Week 2026
• Lexus exhibition on public view at Milan Design Week 2025, 8 – 13 April

Lexus has unveiled a collection of new installations at Milan Design Week 2025, the world’s largest showcase event for international design. Its exhibition at Superstudio Piu’s Daylight Space will feature A-Un, an immersive installation created in collaboration with Japanese creatives SIX and STUDEO, and Discover Together, an interactive collection produced by next generation designers in a legacy project from the Lexus Design Award.

The exhibition is open to the public at Superstudio Più in Tortona, Milan’s creative district, from 8 – 13 April.

Simon Humphries, Lexus Chief Branding Officer, said: “Since the founding of our brand, Lexus has constantly challenged the conventions of the luxury automotive world, pushing the boundaries of mobility to create unique and extraordinary experiences that surpass expectations rather than simply meeting them. Today, as technology advances and transforms the way we perceive time spent in motion, we find ourselves reflecting on how these shifts can lead to profound new forms of engagement and interaction.

“At Milan Design Week, we seek to express this convergence of technology and humanity, exploring moments in which they intersect and how reimagining time itself can be a catalyst for new experiences. Additionally, through Discover Together, we have collaborated with three visionary creative units who explore the interplay between individuals with society through the lens of the Black Butterfly, offering new perspectives.”

The new immersive installations have taken inspiration from the ‘Black Butterfly’, the name given to a dual-interface control device featured in the cockpit of Lexus’s LF-ZC concept car. Each explores how future technologies will bring man, machine and mobility closer together.

The exhibition’s official opening today (7 April) will be hosted by Pascal Ruch, Toyota Motor Europe Vice President Lexus and Value Chain. He will introduce speakers including Lexus International President Takashi Watanabe and Lexus Design Division General Manager Koichi Suga. Together with Takeshi Nozoe of SIX., Tatsuki Ikezawa of STUDEO and representatives from Bascule Inc., Northeastern University and Lexus’s in-house designers, they will provide insights into the groundbreaking installations and the future of mobility and design.

A-Un installation

Across the two decades since its first appearance at Milan Design Week in 2005, Lexus has collaborated with world-renowned artists and designers – including Philippe Nigro, Neri Oxman, Sou Fujimoto and Rhizomatiks – to create immersive experiences that embody the brand’s vision and values.

This year it has teamed up with the Tokyo-based creative agency SIX and design studio STUDEO to present A-Un, an installation inspired by the Japanese concept of A-Un no Kokyū (harmonised breath), a traditional concept where two bodies or entities instinctively synchronise their movements and emotions. Using the Black Butterfly motif as a window connecting people and society, Lexus brings its vision for the future of mobility to life in an immersive space.

A vast Black Butterfly-shaped screen suddenly emerges within the space, standing three metres high and measuring 10 metres wide and four metres deep. A testament to Lexus’s commitment to honouring traditional materials and craftsmanship, the work was meticulously crafted by hand over three months, using woven threads made from about 35 kilometres of bamboo fibre.

The structure comes to life as visitors approach, responding to their heartbeats to create a unique, immersive experience. As the heartbeat synchronises with fluctuations sampled from nature, the Black Butterfly becomes a medium for discovery. In that moment, visitors witness the seamless connection between people, society and the world – an experience shaped by the A-Un philosophy.

Lexus’s vision of future mobility goes beyond a car simply responding to human commands, to its anticipation of human intentions. Through the Black Butterfly, people and vehicles engage in a journey of constant learning and evolution together, discovering new possibilities and one-of-a-kind moments. Vehicles will connect directly with people, creating a new experience of movement.

Discover Together installation

This year’s exhibition builds on the legacy of the Lexus Design Award which has discovered, nurtured and long supported next generation creators, challenging the boundaries of creative potential. Three visionary groups have used the Black Butterfly as a motif to explore new dimensions of personalised experiences with technology. Bascule Inc., Northeastern University and Lexus’s in-house designers present a series of interactive installations that reinterpret the Black Butterfly through distinct and unique perspectives. This encounter between Lexus and emerging talents gives rise to Experience Amazing which visitors are invited to discover first-hand in the exhibition.

Earthspective

Bascule Inc. (Japan)

This work explores the concept of an expanded earth perspective. The combination of ‘earth’ and ‘perspective’ in its title represents a shift in the way we view our world. As humans, we perceive reality from our own, limited vantage points. However, when we step back and observe the Earth from the vastness of space, we gain a new perspective – an Earthspective. From this view, we are mere travellers on the planet. The words you speak become imprints on the future, etched into the ever-expanding universe.

Our Energy Nexus

Northeastern University (USA)

This installation explores the theme of reducing air pollution, using real-time interaction to visualise the power of community and collective action.

Visitors engage with real-time pollution levels and Milan’s global air quality index data, channelling their warmth through the Black Butterfly as a symbolic release of energy. Each contribution is transformed into a glowing star; as the air clears, these stars shine brighter, reinforcing the connection between personal action and environmental change. Together our energy converges to shape a cleaner, brighter future.

Discover your Butterfly – Lexus in-house designers (Japan)

The butterfly is a symbol of your unknown potential to make an impact on the world

Inspired by the Butterfly Effect, this installation captures the transformative power of small actions.

It envisions a world where countless butterflies converge, each one unique in its motion, coming together to create a dynamic and evolving reality. With the Black Butterfly as a window for unleashing your unknown potential, visitors release their own butterfly, influencing the world around them while discovering new aspects of themselves. Each small flutter contributes to a ripple of beauty and change, proving that even the smallest actions can shape the future in powerful ways.

The Lexus Design Award – Discover Together

Since 2013, Lexus has hosted the Lexus Design Award, an international competition dedicated to fostering and supporting next generation creators through dialogue and co-creation. To deepen this collaboration and further its commitment to emerging design talent, the programme is being updated as the ‘Lexus Design Award – Discover Together’. It will be officially relaunched this summer with a showcase event scheduled to take place at Milan Design Week in April 2026. Look out for further details of this exciting new chapter in design.

Exhibition information

A-Un creator profiles

Takeshi Nozoe (SIX Inc.)

Takeshi Nozoe founded the creative company SIX Inc. in 2013. As creative director, Nozoe takes on the challenge of creating new forms of communication and real-world experiences with brands both in Japan and overseas, including Toyota GR and Lexus. He has worked on a number of projects that have expanded the boundaries of expression through the fusion of technology, including spatial expression using 1,000 drones; the music video ‘Obsession for Smoothness’, created in collaboration with OK Go; and the Space Balloon Project, a real-time interaction with the stratosphere. To date, he has received more than 100 international creative awards, including a Cannes Lions Gold Award and a New York Festival Gold Award. SIX’s original product, the COTODAMA Lyric speaker, is sold in 44 countries worldwide, demonstrating high recognition for its innovation in product development. https://sixinc.jp/

Tatsuki Ikezawa (STUDEO)

A graduate of the Department of Design Informatics at Musashino Art University, Ikezawa founded the creative studio, STUDEO in 2020. Approaching brand strategy from the perspective of art direction, he seamlessly integrates concept development, product design including packaging and logo design, and the planning of communication tools such as commercials, graphics, and spatial design to create a cohesive brand world. In 2018, Ikezawa held a solo exhibition BEYOND THE CRAFT in New York and, in 2024, participated as a designer in The Trio Asia Posters at the Mexico International Poster Biennial.

His works have been recognised with numerous awards, including the Tokyo ADC Award, JAGDA New Designer Award, Cannes Lions International Festival of Creativity, ONE SHOW, and New York ADC. He is a member of the Tokyo Art Directors Club and the Japan Graphic Designers Association. https://www.studeo.co.jp

Discover Together creator profiles

Bacsule Inc. (Japan)

Bascule Inc. is a creative team based in Tokyo, known for extracting reality and stories hidden in various data to create emotional experiences. Centred on their unique approach called DATA-TAINMENT, they engage in a wide array of fields including advertising, events, sports, art, urban development, and outer space, aiming to create new experiential values in which everyone can participate. https://bascule.co.jp

Northeastern University (USA)

Under the direction of Paolo Ciuccarelli, head of Northeastern University’s Centre for Design, Chloe Prock, Jasmine Yiming Sun, and Elizabeth McCaffrey form a team of designers and researchers exploring the wide intersections of data visualisation, experience design, and creative practice. With expertise spanning immersive media, computational data visualisation, UI/UX design, and design research, their work bridges the gaps between emerging technologies, human-centred design, and poetic computation to create engaging and thought-provoking experiences. https://camd.northeastern.edu/center-for-design/

Lexus Design Team (Japan)

Members of the Design Team at Toyota Motor Corporation have challenged new expressions and experiences by reinterpreting the Black Butterfly. As a mentor, Takabatake works as a Concept and Vision Designer, planning future visions and concepts targeting all products, including experiences for both Lexus and Toyota brands.

Designer Yuri Tamura began her career as a CMF designer and now explores innovative designs that challenge existing concepts across all genres. She focuses on capturing human emotions and experiences from new perspectives, aiming to deliver inspiration to many.

ENDS