April 16, 2015
Lexus Milan Design Week promo
Toyota Corp.’s Lexus is expanding the reach of its Milan Design Week activities April 14-19 with a virtual tour and broad social media engagement.
Over the past few years, Lexus has solidified itself as a core member of Milan Design Week, an event dominated by home furnishing and fashion brands, by elevating scores of aspiring designers. Now, to amplify this reputation, the brand is bringing design enthusiasts from around the world behind-the-scenes and stoking conversations.
"We are in a world where many car designs look like used bars of soap, so the onus is on every company to come out with a new, unique, fashionable and highly recognizable look," said Bob Prosser, CEO of Auto World Marketing Corp, San Diego.
"That's not easy to do, so this design competition gives an opportunity for young innovators from anywhere in the world to showcase their vision and talents while being able to receive constructive feedback from seasoned design professionals," he said. "It's a win-win for everyone—especially the consumer."
Mr. Prosser is not affiliated with Lexus, but agreed to comment as an industry expert.
Lexus was unable to comment by press deadline.
Shifting senses
Lexus tries to position itself as an auto brand unafraid to look for inspiration in unusual and amateur places.
To epitomize this open attitude, the brand began inviting thousands of young designers to create something based on a simple theme for the annual competition, "Lexus Design Award."
Last year, designers were asked to draw on the idea of “Curiosity” for their work. The seminal event in 2012 revolved around the idea of “Motion.”
This year’s theme was “Senses,” and applicants explored the full range of senses in various mediums.
"Luz" by Marina Mellado Mendieta
“Lexus – A Journey of the Senses” can be viewed Apr. 14-19 within Milan Design Week, with designer Philippe Nigro and chef Hajime Yoneda. This exhibit enables Lexus to highlight its own focus on the senses as it designs its vehicles.
The exhibit is held at Spazio Lexus – Torneria in Tortona, Milan, within a space designed by Mr. Nigro, who was named designer of the year at Maison et Objet in 2014 (see story).
For fans unable to attend the event, Lexus filmed a tour of what attendees will experience.
Structured as an immersive exhibit, guests walk down curated halls to encounter winning designs from the competition and also brand-created structures.
Lexus at Milan Design Week
One room is filled with circular mirrors made up of tiny mirrors that reflect light on a Lexus LFSA concept model.
Lexus exhibit
In the main room, visitors can view and learn about this year's top submissions that are arrayed as if in a museum.
Lexus at Milan Design Week
The exhibit engages all five senses, with chef Mr. Yoneda crafting a few culinary treats. In the cocoon room, visitors are encompassed by what appear, aurally and visually, to be bright blue raindrops that are actually sparkling candies that dissolve in one's mouth.
Lexus' cocoon room at Milan Design Week
After fans take the virtual tour, they are encouraged to extend the online conversation. Lexus will be posting the reactions of in-person visitors on social media throughout the week.
"Awaken your senses with a virtual tour of the Lexus"
Look around
Home furnishing and fashion brands alike are showing off their design acumen with displays and events during Milan Design Week and concurrent furniture trade show Salone del Mobile.
From April 14-19, Milan is the host of a bevy of exhibits, in-store events and new product launches. Coming together for this event ensures brands a large international audience of potential clients who are design minded, as they flock to the city to see what’s next in the world of design (see story).
Lexus’ attempt at cross-pollination extends beyond Milan Design Week.
For instance, Lexus stood out at last year’s New York Fashion Week with a multi-faceted installation by British fashion designer Gareth Pugh.
Gareth Pugh's Fall 2014 ready-to-wear
Mr. Pugh’s monochromatic, daring style and experimentation with peculiar materials fits with Lexus’ presentation of Design Disrupted in the past (see story).
"Milan Design Week helps with prestige inasmuch as Lexus wants to be associated with an area in the world where some of the most successful and timeless automotive designs have originated—northern Italy," Mr. Prosser said.
"The world of automotive design is highly competitive and, if a manufacturer's design is successful, it's quickly copied by the competitors," he said.
Final Take
Joe McCarthy, staff writer on Luxury Daily, New York
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