Spikes Asia

Pushing Boundaries with Bamboo

SIX INC, Tokyo / LEXUS / 2024

Presentation Image
Presentation Image
Supporting Images

Overview

Entries

Credits

Overview

Background

Bamboo has a rich history in Japanese culture. It has been an integral part of people's lives in the form of food and daily necessities. With the proliferation of plastics neglected bamboo forests became a problem and a threat to the healthy ecosystem.Lexus has been utilizing bamboo in small parts, such as the steering wheels and the decor trims since 2008.

Idea

We challenged the local community, artisans, designers, and technology to come together to create an inspiring space using bamboo, which had been cut down as a bamboo damage, as material.

The design of the space was inspired by the shape of a tea whisk used in the traditional Japanese tea ceremony and the flowing water pattern that adorns the Japanese landscape, combining the ancient and familiar bamboo material, the beautiful seasonal light unique to Japan, and technology.

While eco-friendly and sustainable bamboo material was used throughout, it was sublimated into a high quality and artistic space.

Enshrined in this bamboo space, our installation brought into physical form the beauty of the four seasons of Japan and the unique design of EV.

Strategy

The target audience is the more than 1 million visitors attending the Japan Mobility Show and

Mobility Company officials and media.

At the event where the future of mobility is presented, LEXUS' vision for a sustainable society was demonstrated, showing that EV are not just a modern trend, but part of fostering a more prosperous relationship with the earth.

Execution

Craftsmen, designers, and the local community worked together to show the message of the circular economy that LEXUS is aiming for, not only in the car but in the entire space, and demonstrated the potential of sustainable bamboo along with the possibilities of new EV.

As many as 320 planks made of bamboo material were used to create the space.

An art installation of bamboo fiber, which is also used for the interior, was displayed.

Outcome

To the 230,000 people who experienced our installation, we affirmed that EVs are not simply a trend of the modern age, but part of fostering a richer relationship with the Earth.

Similar Campaigns

12 items

THE BEAUTY OF FOOD LOGISTICS

DENTSU INC., Tokyo

THE BEAUTY OF FOOD LOGISTICS

2018, TOYOTA

(opens in a new tab)