At Milan Design Week, Lexus exhibited its immersive art installation, “Time,” providing a window into the limitless potential of next-generation mobility.
The show, which is located in Milan’s Tortona design area at Art Point and Art Garden within Superstudio Più, enables viewers to experience a world where technology and software come together to rethink what it means to be luxurious and environmentally friendly in transportation. The installation is open until April 21, 2024, and offers visitors a once-in-a-lifetime experience.
Simon Humphries, Chief Branding Officer at Lexus, explains, “‘Time’ is more than just a theme; it’s a philosophy that underscores our belief in the inseparable relationship between experience and time. We are dedicated to providing unique experiences that transcend expectations, and this installation reflects our commitment to human-centred design in an era where technology enables cars to anticipate and evolve with the customer.”
The installation, which draws inspiration from Lexus’s LF-ZC concept car for next-generation battery electric vehicles (BEVs), showcases pieces created by Hideki Yoshimoto / Tangent, the first-ever recipient of the LEXUS DESIGN AWARD, in association with musician Keiichiro Shibuya and Dutch solar designer Marjan van Aubel.
“Beyond the Horizon” by Hideki Yoshimoto / Tangent at Art Point transports viewers to a realm of music and light while illustrating an ever-evolving future of mobility via software. In the meanwhile, Marjan van Aubel’s “8 Minutes and 20 Seconds” at Art Garden uses solar electricity to create an interactive experience while exploring the possible synergy between energy, software, and sustainability.
The exhibit skillfully combines traditional craftsmanship with state-of-the-art technology. One example is the use of Japanese Echizen washi paper that has been impregnated with bamboo fibres, signifying Lexus’s dedication to both luxury and sustainability.
“Abstract Music,” a sound installation by Keiichiro Shibuya, enhances the idea of the exhibition by producing a dynamic audio experience that changes in real-time, reflecting how the horizon is always changing.
“Time” challenges viewers to consider how transportation will develop in the future, combining sustainability and individualised experiences to completely reimagine the luxury car market. Future mobility is expected to be shaped by Lexus’s vision of a world where software anticipates consumer demands and continually advances.