Lexus is a brand that innovates by creating a better world through design. Under the theme of “CO-”, it focused its attention on the respect for diversity, an issue of global relevance given the recent problems related to racial discrimination and gender equality. The challenge was to convey the attitude and possibilities of solving such problems through design and technology with an innovative experience.

Interpreting respect for diversity as “a state of limitless co-existence that is created through a profound mutual understanding, recognition, and respect based on an unbiased view of all people,” the core idea was to design a “single light source that does not leave anything in the shadow” that would allow visitors to experience a world where everyone co-exists with not a single person in the shadows.

Using an original mathematical algorithm and laser irradiation technology, as well as meticulous craftwork, a state was achieved where a single light source illuminated 12,000 vertical strings that filled the space, allowing everything to shine without a single string being in the shadows.

In recent years, Milan Design Week has grown from a furniture trade show into a world-class design exhibition. In doing so, it has become a stage for designers and corporations from a wide variety of industries to showcase their designs and communicate their brand messages. Lexus strives to be a brand that is constantly evolving. By participating in Milan Design Week, we hope to push further our own evolution and to spread the news through PR activity and on Social networks.

The Lexus Design Event was held in the newly restored Cavallerizze in Museo Nazionale della Scienza e della Tecnologia Leonardo da Vinci, from April 17- 22 2018.This one-time monastery and horse stables from the 19th century underwent a recent restoration as part of an architectural recovery and urban redevelopment project.

The event's sensational main installation brings visitors face-to-face with "CO-" represented in a dynamic artwork existing in four dimensions. Built on an imaginative ideology that everyone is the center of the world, a visually infinite number of hanging vertical strings are used to represent the world's individuals. Each hanging vertical string is simultaneously illuminated by a single light source and yet not one is in the shadows. This represents that each individual perspective is its own center. Through the use of technology and innovative design thinking, the seemingly impossible is achieved and visitors feel the limitless possibilities.

- More than 600 articles globally, with information spreading to more than 12 countries around the world. Achieved the greatest exposure among Milan Design Week 2018 exhibits (corporate ranking).

- Surprised reactions were propagated around the world. Around 7,000 posts on social networks. 93% of visitors expressed a favorable view.

- Selected as one of the best 10 exhibits at the Milano Salone by Abitare, the publication with the greatest influence in relation to the event.

- Positive views towards Lexus increased by 17%. Above all, it conveyed the limitless possibilities of design to the world.