Lexus ‘stimulates the senses’ at Milan Design Week

MANILA: As one of the most stylish auto brands around, Lexus wasn’t about to miss an appearance at arguably the world’s most important design event, Milan Design Week.

In its 13^thappearance in Milan, the firm chose the theme "Senses Electrified," which presents a vision of an electrified future where transportation engages and stimulates the senses.

Lexus tapped Loop.pH, an experimental London-based spatial laboratory working across the fields of design, architecture, and the sciences.

Together, Lexus and Loop.pH, plan to create a dynamic and immersive experience, taking inspiration from the vision of "Lexus Electrified" and the LF-30 Electrified Concept, which debuted at the Tokyo Motor Show last year.

 “We really enjoy working with the Lexus brand because it is both visionary and human centered. ‘Lexus Electrified’ aims to be an extension of your senses. The installation leads you on a journey through a series of immersive environments that reveal the perception-amplifying possibilities of electrification,” said Mathias Gmachl, Founder and Director of Loop.pH.

The Japanese luxury automaker will also put on display the LF-30 Electrified Concept and the six finalists of the 2020 Lexus Design Award during the exhibition.

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