Lexus @ Milan Design Week 2008

As a way of extending their L-Finesse design language, Lexus has been taking part in the Milan Design Week since 2005. Always a collaboration with a unique comtemporary artist, the 2008 exhibit features work by Japanese design company nendo, and will be titled “Elastic Diamond”.

Here’s some details:

The 2008 Lexus exhibit, which has been conceived on a breathtakingly grand scale, will feature a dynamic installation exploring the perceptual contradictions of hard crystalline forms interacting with tactile and elastic materials. 

The resulting fluid unity of lighting, movement and structure is designed to highlight the multi-faceted, yet seemingly contradictory elements, which distinguish Lexus L-finesse design. 

The exhibition will also feature a molded model based on the Lexus LF-Xh Hybrid SUV concept car unveiled at the 2007 Tokyo Motor Show, as well as an art chair called “diamond chair” modeled by advanced technology and specially made for Lexus.

I understand that, in a way, Lexus is simply sponsoring a up-and-coming designer, but it just seems so gutsy to repeatedly connect L-Finesse to something much deeper than the shape of a vehicle.

(I particularly like the use of the word “contradictory” in describing L-Finesse.)

[Source: Lexus Japan]

Filed under: Sponsorships Official Events Branding Europe