MILAN DESIGN WEEK: SHAPED BY AIR - AN HOMAGE TO LEXUS SUSTAINABILITY, INNOVATION AND DESIGN
Reddy, whose design ethos has been described as a "form follows feeling" approach, has carefully calibrated the environment to be a welcoming, contemplative, and enveloping one; the exhibition will convey the feeling of walking through a forest with accompanying sound and light effects.
Central to the Lexus core value is omotenashi - a concept encompassing both hospitality and mindfulness - and the Milan space will feature an elevated lounge that provides an area for rest and reflection.
As a precursor to Milan, the first iteration of Shaped by Air will be shown at the luxury brand's experience space, Intersect by Lexus - Tokyo. The captivating installation will be on view beginning March 17th.
Situated inside the light-filled gallery alongside the Shaped by Air installation is a presentation of prototypes by the four Lexus Design Award 2023 winners, expressing the Lexus belief that design can create the change we want in the world.
"We are thrilled to expand our collaboration with the inimitable Suchi Reddy and see the Electrified Sport come to life alongside the work of our Lexus Design Award winners," said Brian Bolain, global head of Lexus marketing.
"Suchi's commitment to designing for a better tomorrow captures the innovative spirit of the award, and we cannot imagine a more perfect synergy for this year's Milan presentation."
Since 2005, Lexus has created compelling, immersive experiences for visitors at Milan Design Week, partnering with visionary creatives such as Philippe Nigro, Neri Oxman, Sou Fujimoto, Rhizomatics, and Germane Barnes, among others.
Press Day April 17, 2pm to 9pm.
Public Days April 18 to 23, 11am to 9pm
Superstudio Più (Art Point)
Via Tortona, 27 20144 - Milano, Italy
Installation created by Suchi Reddy
Designs by the four winners of the Lexus Design Award 2023