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MAKALELERE GERİ DÖN

LEXUS “ANTICIPATION”AT
MILAN DESIGN WEEK 2016

LDA Article 001

LEXUS TO STAGE “LEXUS – AN ENCOUNTER WITH ANTICIPATION” IN COLLABORATION WITH DESIGN STUDIO FORMAFANTASMA AND CHEF YOJI TOKUYOSHI

Lexus will present its “Lexus – An Encounter with Anticipation” exhibit as part of Milan Design Week 2016, the world’s largest design exhibition, also known as Salone Del Mobile. The exhibit, which will take place at Spazio Lexus - Torneria in Tortona from 12 – 17 April 2016, features a unique collaboration between the widely acclaimed design team from Studio Formafantasma and Michelin Star winning chef Yoji Tokuyoshi.

The exhibit will offer an unexpected and unmatched encounter that invites visitors to a unique world full of Anticipation. Visitors will discover the essence of Lexus craftsmanship, and discover how Lexus technology and design philosophy translate into an aesthetic and emotional experience. Anticipating societal needs and desires, this exhibit conveys how Lexus imagines what is yet unseen and delivers new forms of surprise and enchantment. Visitors will experience how the brand embraces anticipation to create amazing experiences.

Formafantasma will design and install the exhibit space. The young designers behind the success of this Amsterdam based studio have already earned wide acclaim for their product designs, receiving a nomination for Designer of the Year in the Wallpaper* Design Awards 2014. Similarly, Chef Yoji Tokuyoshi is a rising star in the culinary world, renowned for his creativity and innovation. His new restaurant in Milan, Ristorante Tokuyoshi, was awarded a Michelin star just 10 months after opening. The collaboration between these Europe-based, creative geniuses is perfectly paired with the aspirations of the “Lexus – An Encounter with Anticipation” exhibit and its aim to explore new design possibilities.

LDA Article Formafantasma 002

Formafantasma spoke of their inspirational visit to Lexus in Japan. “We were impressed by how Lexus is committed to excellence in craftsmanship, integrity in its production and responsibility in its use of technology. We felt the openness and honesty of the brand come alive as the foundation of anticipation. This led us to the design concept of transparency. Transparency anticipates a future that is open and honest, and that engages society to reach common goals of sustainable behavior and a progressive lifestyle.”

Mark Templin (Executive Vice President of Lexus International) said, “For Lexus Design Award 2015, finalists gave amazing presentations at the Milan Design Week. These helped make the award a huge success. Whatever the field of design, we encourage applicants for 2016 to submit their most creative ideas that are aligned with our theme of Anticipation.”

On the subject of transparency, Chef Yoji Tokuyoshi said the following: “Transparency is not just about being clear and lucent. Being transparent is sometimes an invisible thing and makes you think. This builds anticipation, and increases the joy of the reveal. I would like to express this concept through the tasting experience.”

Anticipation is also the theme for this year’s Lexus Design Award; an international design competition to foster the growth of ideas that contribute to society and support up-and-coming creators whose work can contribute to shaping a better future. Creative works by the 12 finalists of the Lexus Design Award 2016 will also be displayed at the same venue during Milan Design Week.

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