Lexus wanted to strengthen its status as a luxury global brand. Following an intensive discovery period, we landed on a positioning that would enable Lexus to connect with new audiences through an amplified cultural presence. ‘Driving Design Naturally’ tapped into Japanese craft heritage while presenting a bold vision for the future. Through the introduction of initiatives such as Beyond, a new journal on design and craftsmanship, and the Lexus Design Award, which recognises the next generation of design talent, we helped foster perceptions of Lexus as a global luxury brand and denizen of the design world.
Delving deeper into design
Beyond magazine represents Lexus’ desire to venture further than expected. Celebrating the best in craftsmanship and design, the editorial line up in Beyond spans interviews with designers to articles about pioneering product design, including innovations in Lexus vehicles.
‘Winkreative’s vision is going to lead the luxury industry into becoming something new and exciting – it is a vision for the future’
Atsushi Takada, General Manager of Lexus International
Beyond the showroom
Created in collaboration with renowned interior design firm Wonderwall, Intersect by Lexus is a concept retail space that incorporates a private lounge, exhibition gallery, a library and a range of Lexus-designed lifestyle products. It launched in Tokyo’s Aoyama district in 2013, and further outposts have since opened in Dubai and New York.
Putting craftmanship first
We worked with Japanese artisans to create Crafted for Lexus, a range of products that celebrate the craftsmanship of quality goods. The products were grouped into lifestyle categories, with items ranging from sunglasses to technology accessories.
Celebrating rare talent
We devised the Lexus Design Award, an international competition that positions Lexus as a patron of the world’s next generation of design talent. The award ceremony, hosted at Salone del Mobile in Milan each year, has become a fixture of the world’s leading design festival.