Taking impressive strides in its approach to design, Lexus has remained committed to taking the concept of design beyond just its range of vehicles. Recently at the Milano Design Award Competition Lexus won the ‘Best Entertaining’ award for its ‘Lexus – A Journey of the Senses’ exhibit at Milan Design Week, the world’s largest design event. Lexus is the first automaker to win this award. The ‘Best Entertaining’ award highlights the project that best ‘succeeds in involving the audience in a particular dimension of recreational and/or cultural entertainment’.
Now in its 5th year, the Milano Design Award, organized by cultural association Elita, is the only official award dedicated to the best installations of Milan Design Week. The Milano Design Award recognized the best overall exhibits as well as individual winners in five categories (Entertaining, Tech, Sound, Impact, E-commerce). The winners were chosen among all exhibitors present at the Milan Design Week in the various districts throughout the city.
According to Takayuki Yoshitsugu, Chief Representative, Middle East and North Africa Representative Office, Toyota Motor Corporation, “It’s a great honour to win this award at Milan Design Week and I would like to acknowledge the brilliant collaboration between Philippe Nigro and Hajime Yoneda which contributed to winning this award. The exhibit stood out because it offered visitors a wide-ranging and exciting sensory experience, underlining Lexus as a brand placing great emphasis on human senses throughout our design processes. Our customers have always been a great source of encouragement for our innovative design approach in offering attractive vehicles with amazing designs. We greatly appreciate their constant support for our initiatives and this has always encouraged us to do more in order to make ever better vehicles.”
‘Lexus – A Journey of the Senses’ exhibit consisted of 3 distinct zones: a sound and light installation featuring a special execution of the latest Lexus concept car, the LF-SA, a room dedicated to the finalists and winner of the Lexus Design Award competition, and a succession of three cocoons constructed of an intricate wooden lattice work, titled “Rain” “Wood” and Earth”.
The exhibit was designed by two internationally acclaimed artists: space designer Philippe Nigro and chef Hajime Yoneda, who added a tasting experience to the sensory journey. The fruit of this collaborative approach from very different artists created a truly unique experience that left a deep impression on many visitors.
A two-minute interactive, virtual walkthrough video of the exhibit is now available on the Lexus International website, at the following address:
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Encouraged by innovation, the process to create a Lexus vehicle is unique within the automotive industry. Taking inspiration from fields as diverse as the fashion industry, architecture, the arts and medicine, each vehicle is painstakingly crafted to meet Lexus’ exacting standards.
In Oman every Lexus vehicle comes with special benefits and privileges such as 6 years unlimited extended mileage protection and Lexus Prestige Club Card that offers 24 hours on-road assistance from AAA.