Home » Milan Design Week: Lexus presents the immersive installation “Shaped by Air”

Milan Design Week: Lexus presents the immersive installation “Shaped by Air”

di Elisabetta Roncati
Lexus Milano Design Week

Conceived in collaboration with the architect and designer Suchi Reddy, it will be presented on Monday 17 April 2023

Lexus Milano Design Week

Fuorisalone will start with a bang for digital creators: the not to be missed appointment is the Lexus Design Hour on Monday the 17th – 12.30 at Superstudio in Tortona Street n.27, at the core of Fuorisalone historic heart. Suchi Reddy, the founder of the New York studio Reddymade, will be present in person with some of the Lexus representatives, in particular Heather Updegraff, General Manager of Lexus International Strategic Communications.

To create the installation “Shaped by Air” Suchi Reddy was inspired by the shapes of the Lexus Electrified Sport coupe, creating an immersive environment of curved shapes and lines in motion defined by aerodynamics: the visitor path will culminate in a life-size 3D sculpture of the car itself. A project that perfectly matches the ideals of the designer herself, who founded her studio in 2002 with a human-centric approach to design, addressing the economic, social, environmental and cultural impacts of her work on both the user and the planet.

Lexus Milano Design Week

Lexus Milano Design Week
Milan Design Week: Lexus presents the immersive installation “Shaped by Air” – The architect and designer Suchi Reddy

The guiding principle of Suchi’s practice is “form follows feeling,” a design ethos informed by neuroaesthetics, the study of how the brain responds to the design of our surroundings.

Obviously “Shaped by Air” installation will underscore Lexus’s commitment to sustainability, high-quality craftsmanship, and human-centered design. Lexus Electrified Sport embodies a vision for the future of the automotive field that is human-centered, carbon-neutral, and impeccably-crafted. The project will present a conceptual exhibition of these values. “Shaped by Air” was already presented in Miami where the vehicle was immersed in green, leaf-like shaped that are to-scale cutouts of the shapes that comprise the Lexus Electrified Sport. Instead, for the installation in Milan, these shapes will be rendered in a lighter material and suspended from the ceiling like a mobile, creating an immersive environment of the shapes of the vehicle.

Lexus Milano Design Week

Lexus Milano Design Week
Milan Design Week Lexus presents the immersive installation “Shaped by Air” – “Shape by Air” installation render

On Monday the 17th at Superstudio will also be presented the prototypes of the four winners of the del Lexus Design Award 2023, first launched ten years ago. The Lexus Design Award is an international design competition that targets up-and-coming creators from around the world. The award seeks to foster the growth of ideas that contribute to society by supporting designers and creators whose works can help to shape a better future. This year Lexus is hosting a People’s Choice award, where members of the public can vote for their favourite among the design concepts. The voting opens this month, both for visitors to the presentation and those viewing the works online.

After all, it is not the first time that Lexus has taken part in the Milan Design Week: since the brands first participation in 2005, it has created compelling, immersive experiences for visitors, partnering with leading talent which has included Philippe Nigro, Neri Oxman, Sou Fujimoto, Rhizomatics, and Germane Barnes among others to create new works of design inspired by Lexus’ values and vision.

Lexus

Lexus
Milan Design Week Lexus presents the immersive installation “Shaped by Air” – “Shape by Air” installation render

To complete “Shaped by Air” Milan experience there will be a lofted area of the space in Superstudio which will function as a lounge where people will have a terrific vantage point on to the whole space and a unique view of the installation.

Therefore come with us on Monday 17 April from 12.30 to 13.30 for the Lexus Design Hour at Superstudio together with Suchi Reddy and the Lexus representatives. Culinary surprises and much more await you too: the first 20 attendees will receive a pair of the new headphones Ear (2)’s.

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