Cannes Lions
HAKUHODO, Tokyo / TOYOTA / 2009
Overview
Entries
Credits
Description
Expressing the Lexus design philosophy, L-finesse (Leading-Edge, Finesse)—“coexistence of two contrary elements”, and challenging the existing aesthetic norm of the world.
Execution
By juxtaposing the concept of “elastic diamond”—“strong yet elastic”—to the cutting-edge technology of today, Lexus, in collaboration with the up-and-coming artists, expressed the time that wanders between conflicting factors.
Outcome
Selected as the most notable exhibition at Milano Salone. Has become a key player after receiving such an honour for 4 consecutive years.It was written up in more than 240 articles in 15 countries around the globe including WALLPAPER, and diverse interpretations of Lexus design philosophy spawned.
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