Lexus 'Time' Art Exhibit Stars the LF-ZC Concept

Simple Concept

Lexus has been a regular participant at Milan Design Week for years now, and always has something very interesting - and of course, vehicle-related - to show off. In fact, the partnership between these two entities dates back nearly 20 years - beginning in 2005 - and that rich tradition continued in 2024 with a brand new exhibit dubbed simply "Time."

Photos: Lexus

Two Pieces

The centerpiece of this new, two-piece installment is the Lexus Future Zero-Emission Catalyst (LF-ZC) Concept, which inspired both installments, each created by a different artist. The first is Beyond the Horizon from Hideki Yoshimoto, which was created in conjunction with musician Keiichiro Shibuya. 

Photos: Lexus

Beyond the Horizon

Beyond the Horizon "is inspired by a future where the personal experiential value of mobility can be tailored to each individual, a vehicle constantly updating its software and transcending the traditional role as a means of transportation through a digital dialogue with customers," according to Lexus. It features two-meter-tall interactive sculptures that are uniform in terms of appearance, with the LF-ZC sitting front and center. 

Photos: Lexus

Old and New

Japanese Echizen washi paper is also used in this installation, a tradition stretching back 1,500 years. There's also a screen measuring four high and 30 meters wide, complete with bamboo fibers - a material used in the LF-ZC - as well as a soundtrack called "Abstract Music" created by Shibuya emanating through 31 speakers installed throughout the venue. 

Photos: Lexus

8 Minutes and 20 Seconds

That piece was joined by another art installation dubbed 8 Minutes and 20 Seconds, which gets its name from the amount of time it takes sunlight to reach the Earth’s surface. This piece also features a life-size representation of the LF-ZC concept, and uses sunlight and Organic Photovoltaic (OPV) cells to add power to its built-in batteries. 

Photos: Lexus

Wholistic Experience

As visitors enter this installation, motion sensors automatically activate a sound and visual experience that aims to "to reflect our potential synergy with the natural environment, making the visitor an active participant in this vision of the future," according to Lexus, positioning the concept in between holographic trees, a reflective seating area, all set against a backdrop complete with an interactive sun.

Photos: Lexus

Human Centric

"Since its inception, Lexus has continually challenged the conventions of automotive luxury, striving to expand the horizons in both products and services to create unique, expectation-surpassing experiences for each customer," said Chief Branding Officer, Simon Humphries. "The theme of the installation, 'Time,' comes from our belief that experience and time are inseparable concepts. Time is not something that simply passes, it’s the starting point of all special experiences. Lexus cherishes a human-centered philosophy, and we believe that providing people with unique experiences in an age where technology will allow cars to anticipate and evolve with the customer, begins with exploring the relationship between people and time itself."

Photos: Lexus

>>Join the conversation about this art exhibit right here at ClubLexus.com.

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