Lexus installation imprints beautiful experiences at Milan Design Week.
Lexus installation imprints beautiful experiences at Milan Design Week.
At Milan Design Week, company exhibitions garner as much attention as furniture designs. This year, Lexus hosted an installation called “Time,” which conceptualizes experience and time as a unified notion, introducing new experiential creations.
Lexus is dedicated to providing new experiences, making Milan Design Week a special venue for the brand. The Time installation was held at Superstudio, a large exhibition space in the Tortona district, near the center of Milan. Lexus had two exhibits: “BEYOND THE HORIZON,” located indoors and “8 Minutes and 20 Seconds,” located outdoors.
“If we only advance with technology, it will just end up being a convenience,” says Koichi Suga, General Manager of Lexus Design at Lexus International. “But what Lexus aims for is to improve the future by using technology to support people.” Upon entering the dark exhibition hall, a beautiful horizon emerges. At the center stands the next-generation battery electric vehicle (BEV) concept car LF-ZC, flanked by life-sized sculptures, created by designer Hideki Yoshimoto, the winner of the first LEXUS DESIGN AWARD in 2013.
“Nowadays, technology with the help of AI can do things faster than humans,” says Suga. “However, it should be an interactive relationship. By blending hardware and software, we can enrich the heart and make it more emotional,” he adds.
“The idea of ‘BEYOND THE HORIZON’ usually implies the expanse of the sea curving back towards the land,” Yoshimoto explains.
