Lexus has been a leading contributor to the annual Milan Design Week – the Salone del Mobile – for more than a decade and each year it brings influential members of the media from across Europe to view an original Lexus installation and enjoy the most distinguished event in the international design calendar. For the 2017 edition, Lexus wanted to provide its guests with something that went beyond the conventional press tour, diving deeper into the brand’s roots and delivering a complete Lexus experience.
The result was the Lexus YET Experience, an immersive journey through the vision and values behind Lexus and its vehicles, focusing on the meaning and influence of the brand’s YET philosophy.
Milan was the perfect location, an international hub of exceptional design, craftsmanship and style which allowed the YET Experience to engage its guests in quality, meaningful experiences that offered an intimate perspective on the heart and soul of Lexus. Every aspect of the event connected with the brand’s philosophical depth, creating new value around Lexus and expressing the qualities fundamental to the four pillars that define its work today: Brave Design, Exhilarating Performance, Takumi Craftsmanship and Imaginative Technology.
The guests’ first visit was to La Triennale Milano, a prestigious contemporary art and design museum situated in Milan’s beautiful Parco Sempione, to view the Lexus Yet exhibition, featuring a new installation created in co-operation with the architect, designer and professor Neri Oxman and her team from the Media Lab at the Massachusetts Institute of Technology in the USA. The presentation also showcased the work of the 12 finalists in the Lexus Design Award 2017 competition.
A morning dedicated to exhilarating performance followed, with the chance to experience the performance and handling of the Lexus RC F and GS F models at the famous La Pista circuit in Arese. This was followed by a scenic Lexus test drive through the greater Milan area, taking in historic and natural landmarks.
The programme also took guests to the headquarters of Missoni, the internationally celebrated fashion house. In the same spirit as Lexus’ Takumi craftsmanship, Missoni’s designers have achieved success through a perfect harmonisation of traditional Italian tailoring with avant-garde artistic vision, revolutionising knitwear and making their trademark colourful zig-zag patterns world-famous.
The evening turned the focus to Imaginative Technology and a visit to the Baxter flagship showroom in the heart of Milan, a historic movie theatre that has been transformed into a cutting edge retail centre for contemporary furniture and design. Guests were made welcome according to the best traditions of Omotenashi hospitality and were introduced to projects which link Lexus to the world of cinema: the Lexus SKYJET created for the up-coming science fiction blockbuster Valerian and the City of a Thousand Planets, and the premiere European screenings of two of the features produced in the latest Lexus Short Films series.
With guests departing the following morning, there was a final opportunity for some to tour more of Milan’s Design Week’s many attractions and further explore the role Lexus has established within the international design world.