Toyota was the first automaker to win the Best Entertaining Award for the Lexus, at the Milan Design Week official competition Milano Design Award on April 20, 2015.
The Lexus was exhibited with the theme “Lexus – A Journey of the Senses” during the Milano Design Week, the world’s largest design exhibition held in Milan, Italy on April 14 to 19. With the theme “Senses (The Five Senses)”, the core of Lexus design, they offered “The journey with Lexus towards acquiring an impression that surpasses your imagination”, awakening the senses of the attendees of the event.
Through the collaboration of the world’s famous space designer Philippe Nigro and international chef Hajime Yoneda, the created installation fascinated many visitors by presenting an entirely new experience through the five senses: sight, hearing, touch, smell and taste. It gathered 50,000 viewers in six days, and it ended with great success.
The Milano Design Award has been sponsored by Elita, the Italian cultural association, for the fifth time this year since it was established. A grand prize, and other five categories of prizes are offered. The Best Entertaining Award won by the Lexus is one of those categories. The subjects of the award are installations that participated in the Fuori Salone in each region in Milan.
(Translated by Claire Marie Sausora)