LEXUS says 'no to impossible' at brera design days in milan
 
LEXUS says 'no to impossible' at brera design days in milan LEXUS says 'no to impossible' at brera design days in milan
oct 07, 2016

LEXUS says 'no to impossible' at brera design days in milan

 

LEXUS brera design days: while traveling through europe, the LEXUS LC hybrid arrived in milan just in time for the occasion of brera design days, where immediately it became the protagonist of the ‘say no to impossible’ workshop. the event—a mix between dialogues and exhibitions—answered the challenging question of ‘how can design say no to impossible?’ with the new LC.

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LEXUS’ new model of the LC hybrid represents their strategic decision to accomplish an important brand shift to move away from the simple ‘relentless pursuit of perfection’. although this one enabled qualitatively excellent cars, the idea now is to prioritize design—putting it first before technology, quality, and performances— three aspects that nonetheless still remain incredibly important. 

‘the technology supremacy does not last very long and sooner or later its imitated,’ comments andrea carlucci, MD at toyota italy. ‘functionality, even if pushed to its maximum, risks becoming boring. meanwhile, design is a luxury and once you get used to it, you’re not ready to give it up. for the LEXUS LC hybrid, this approach has meant supporting and exalting design, while technology is in some ways making itself smaller, almost invisible under and within design.’

lexus brera design days say no to impossible designboom
design discussion taking place at brera design days

 

 

 

this new shift results from the heightened level of collaboration between the visionary ability of the designer’s team with the precision of the engineering team at LEXUS. the two teams have engaged with the new challenges, starting from very different points of view, and have reached solutions that were at first conflicting. for instance, the suspension system was at first impossible to fit into the front and rear ends of the car, but the strong co-operation between designers and engineers reached an unexpected and perfectly functioning solution.

lexus brera design days say no to impossible designboom
LEXUS’ LC hybrid has a coupé shape with unbelievable internal spaciousness

 

 

 

the LEXUS LC hybrid utilizes carbon fibers in order to have a lower center of gravity and a high sport driving result, with the high-efficiency merging maximum performance and low consumption. a new 10-speed multistage gearshift offers and exhilarating driving experience. 

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the race car blends high performance with premium craftsmanship

 

 

 

in addition, the rebalancing process among the different project areas has generated many changes within the company. the design group chief officer has been appointed president of LEXUS international—the only brand in the world with a president that comes from a design background and not from product experience.

lexus brera design days say no to impossible designboom

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LEXUS intersect, a space where people are invited to meet and share ideas within other creatives

 

 

 

 

furthermore, projects such as the LEXUS DESIGN AWARD have been launched, selecting and awarding ideas, materials, and innovative applications developed by young designers since 2013; also the LEXUS intersect, a new space in tokyo and dubai—coming soon to new york—where creative people are invited to meet and share ideas within an environment full of arts, design, technology and lifestyle objects. LEXUS intersect is a showroom, a concept store, and an experimental space where cars are the guests of honor and the visitors are challenged to experience more than meets the eye.

 

in january 2016, the LEXUS LC hybrid won the prestigious eyeson design award—a prize that is given to cars that are already being produced and that have been previewed at the detroit motor show by the most important automotive and design experts worldwide on behalf of the north american international auto show (NAIAS). in 2012, it won the same award but with its prototype version.

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