Another of the highlights of Milan Design Week, in our humble opinion, was the Lexus event in the Tortona district of Fuorisalone. The car brand presented a sense-based walk-through exhibit named Lexus – A Journey of the Senses, in collaboration with space designer Philippe Nigro and chef Hajime Yoneda. The exhibit was divided into three zones, the first Engaging the Senses, the second Exploring the Senses, and the third Experiencing the Senses.
Zone 1 included a Lexus car within a cocoon of convex mirrors and illuminated with multi-coloured lights, intended to create a flow of motion and to stimulate the senses and imagination, as well as letting you see one of Lexus’s products, of course.
In Zone 2, finalist prototypes and panels from the Lexus Design Award 2015 were displayed and visitors could interact with each piece.
The final Zone of the exhibit was probably the most impressive and unexpected, involving taste in the sensory journey. First, visitors were given “rain flakes” to dissolve on our tongues, while looking at illuminated ball chains, mimicking the feeling, sound, and look of falling rain. They then went to another room which represented the beauty of a tree and included the quiet sounds of a forest, where they were given a sphere to eat, which immediately exploded in the mouth with flavours of nature. The final room represented the earth and Lexus’ commitment to the future, and involved eating a bowl of “Earth Soup” while watching a table glowing with images of the world and its components.
We loved visiting the installation and it certainly gave us a new found respect for Lexus’ creativity. Check out a selection of our images below.