- Lexus showcases a new dimension of seamless communication between humans and mobility and captures the spirit of mutual understanding through perfectly synchronized interactions, motived by Lexus’ next-generation cockpit interface for electric vehicles, Black Butterfly.
- Lexus has partnered with Tokyo-based creative agency SIX Inc. and design studio STUDEO to present the installation “A-Un” that explores the possibilities of the human-machine connection for a next generation mobility.
- Expanding on the concept of Black Butterfly, “Discover Together” showcases collaborative works from upcoming creators. This interactive exhibition features contributions from Bascule Inc., Northeastern University, and Lexus’ in-house designers, reinterpreting the potential of Black Butterfly. Lexus also announces the relaunch of its prestigious Lexus Design Award, (hereafter referred to as LDA), dedicated to nurturing and supporting emerging creative talent. Renamed “Lexus Design Award -Discover Together-“, the competition will officially restart in summer 2025, marking a new era of innovation and collaboration.
Lexus has unveiled its latest design innovations at Milan Design Week 2025, the world’s largest design event. Hosted in the heart of the Tortona District at Superstudio Più’s Daylight Space, the exhibition features “A-Un”, an immersive installation created in collaboration with Japanese creatives, and “Discover Together”, an interactive exhibition showcasing next-generation designers following the legacy of the Lexus Design Award. The exhibition will be open to the public until April 13, 2025.
Chief Branding Officer, Simon Humphries, commented: “Since its founding, Lexus has continuously challenged the conventions of luxury automobiles, pushing the boundaries of mobility to create unique and extraordinary experiences that surpass expectations rather than merely meeting them. Today, as technology advances and transforms the way we perceive time spent in motion, we find ourselves reflecting on how these shifts can lead to profound new forms of engagement and interaction. At Milan Design Week, we sought to express this convergence of technology and humanity―exploring moments in which they intersect, and how reimagining time itself can be a catalyst for new experiences. Additionally, through “Discover Together”, we have collaborated with three visionary creative units who explore the interplay between individuals and society through the lens of the Black Butterfly, offering fresh and innovative perspectives.”
On April 7, an opening ceremony will be held, featuring speakers including Takeshi Nozoe (SIX Inc.), Tatsuki Ikezawa (STUDEO), representatives from Bascule Inc., Northeastern University, Lexus’ in-house designers, Lexus International President Takashi Watanabe, and Lexus Design Division General Manager Koichi Suga. They will present their visions behind these groundbreaking installations and the future of mobility and design.
“A-Un” Installation
Over two decades since its first appearance at Milan Design Week in 2005, Lexus has collaborated with world-renowned artists and designers―including Philippe Nigro, Neri Oxman, Sou Fujimoto, and Rhizomatiks―to create immersive experiences that embody the brand’s vision and values.
This year, Lexus has teamed up with Tokyo-based creative agency SIX Inc. and design studio STUDEO to present “A-Un,” an immersive installation inspired by the Japanese concept of “A-Un no Kokyū” (harmonized breath)―a phenomenon where two entities instinctively sync their movements and emotions. Using the “Black Butterfly” motif as a window connecting people and society, Lexus brings its vision for the future of mobility to life within an immersive and compelling space.
Within the space, a massive Black Butterfly-shaped screen suddenly emerges, standing 3 meters high, 10 meters wide, and 4 meters deep. This installation was meticulously crafted by hand over three months, using woven threads incorporating approximately 35 km of bamboo fiber. A testament to Lexus’ commitment to honoring traditional Japanese materials and craftsmanship. The structure comes to life as visitors approach―responding to their heartbeats to create a unique, immersive experience. As a visitor’s heartbeat synchronizes with the 1/f fluctuations sampled from nature, the Black Butterfly becomes a medium for discovery. In that moment, visitors witness the seamless connection between people, society, and the world―an experience shaped by the Japanese philosophy of “A-Un” (harmonious breath between two entities).
Beyond simply responding to human commands, the future of mobility envisioned by Lexus is one where a car anticipates human intent and curate new possibilities of mobility. Through the Black Butterfly, people and vehicles engage in a continuous journey of learning and evolving together, discovering new possibilities and one-of-a-kind moments. Lexus’ vision for next-generation mobility is one where vehicles truly connect with people, redefining the experience of movement.
“Discover Together” Installation
Building on the legacy of the LDA―which has long supported, nurtured, and discovered next-generation creators through innovative ideas―this year’s exhibition challenges the boundaries of potential of creativity. With the Black Butterfly as a motif, three visionary groups of creators explore new dimensions of personalized experience with technology. Bascule Inc., Northeastern University, and Lexus in-house designers present a series of interactive installations that reinterpret the Black Butterfly through distinct and unique perspectives. This encounter between Lexus and emerging talents give rise to an “Experience Amazing”―one we invite you to discover firsthand at the venue.
Earthspective – Bascule Inc. (Japan)
This work explores the concept of an expanded Earth perspective. The term “Earthspective” combines “Earth” and “Perspective,” representing a shift in the way we view our world. As humans, we perceive reality from our own limited vantage points. However, when we step back and observe the Earth from the vastness of space, we gain a new perspective―an “Earthspective.” From this view, we are all mere travelers on this planet. The words you speak become imprints on the future, etched into the ever-expanding universe.
Our Energy Nexus – Northeastern University (USA)
This installation explores the theme of reducing air pollution, using real-time interaction to visualize the power of community and collective action. Visitors engage with real-time pollution levels and Milan’s global air quality index data, channeling their warmth through the Black Butterfly as a symbolic release of energy. Each individual contribution transforms into a glowing star in the sky, and as the air clears, these stars shine even brighter, reinforcing the connection between personal action and environmental change. Together, our energy converges to shape a cleaner, brighter future.
Discover Your Butterfly -Butterfly is your symbol of unrealized potential to make an impact on the world – Lexus In-House Designers (Japan)
Inspired by the Butterfly Effect, this installation captures the transformative power of small actions. It portrays how the world changes organically and beautifully when countless butterflies gather and their individual personalities intersect. Through the window that unleashes unknown potential, the Black Butterfly, visitors unleash their own butterfly, influencing the world around them while discovering new aspects of themselves. Each small flutter contributes to a ripple of beauty and change, proving that even the smallest actions can shape the future in powerful ways.
Lexus Design Award -Discover Together-
Since 2013, Lexus has hosted the Lexus Design Award, an international design competition dedicated to fostering and supporting next generation creators through dialogue and co-creation. To deepen this collaboration and further its commitment to the next generation of designers, the program has been updated as “Lexus Design Award -Discover Together-” and will officially relaunch with its showcase set for Milan Design Week in April 2026. Stay tuned for this exciting new chapter in design initiative.
Exhibition Information
| Dates | Press Day: April 7 (Monday) Public Day: April 8 (Tuesday) to 13 (Sunday) 11:00AM-9:00PM13 (Sunday) will close at 6:00PM |
|---|---|
| Venue | Superstudio Più, Daylight |
| Address | Via Tortona, 27, 20144 – Milan, Italy |
| Exhibitions | A-Un Installation / Discover Together artwork exhibition in collaboration with Bascule Inc., Northeastern University, and Lexus Designer Team |
| Organizer | Lexus International |
Profiles of Creators Participating in “A-Un”
Takeshi Nozoe (SIX Inc.)
Founded creative company, SIX Inc. in 2013. As a creative director, Nozoe takes on the challenge of creating new forms of communication and real-world experiences with brands both in Japan and overseas, including Toyota GR and Lexus. He has worked on a number of projects that have expanded the boundaries of expression through the fusion of technology, including spatial expression using 1,000 drones, the music video Obsession for Smoothness created in collaboration with OK Go, and the Space Balloon Project, a real-time interaction with the stratosphere. To date, he has received over 100 international creative awards, including a Cannes Lions Gold Award and a New York Festival Gold Award. SIX’s original product, the COTODAMA Lyric Speaker, is sold in 44 countries worldwide, demonstrating high recognition for its innovation in product development.
https://sixinc.jp/
Tatsuki Ikezawa (STUDEO)
A graduate of the Department of Design Informatics at Musashino Art University, Ikezawa founded creative studio, STUDEO in 2020. Approaching brand strategy from the perspective of art direction, he seamlessly integrates concept development, product design including packaging and logo design, and the planning of communication tools such as commercials, graphics, and spatial design to create a cohesive brand world. In 2018, Ikezawa held a solo exhibition BEYOND THE CRAFT in New York and, in 2024, participated as a designer in The Trio Asia Posters at the Mexico International Poster Biennial.
His works have been recognized with numerous awards, including the Tokyo ADC Award, JAGDA New Designer Award, Cannes Lions International Festival of Creativity, ONE SHOW, and New York ADC. He is a member of the Tokyo Art Directors Club and the Japan Graphic Designers Association.
https://www.studeo.co.jp/
Profile of Creators Participating in Discover Together
Below are three teams reinterpreting the Black Butterfly concept.
Bascule Inc. (Japan)
Members(From the left) Tomoyuki Iwabuchi, Masayoshi Boku, Sakiko Osawa
Bascule Inc. is a creative team based in Tokyo, known for extracting reality and stories hidden in various data to create emotional experiences. Centered around their unique approach called DATA-TAINMENT, they engage in a wide array of fields including advertising, events, sports, art, urban development, and outer space, aiming to create new experiential values that everyone can participate in.
https://bascule.co.jp/
Northeastern University (U.S.A)
Members(From top left) Chloe Prock, Paolo Ciuccarelli, Jasmine Yiming Sun, Elizabeth McCaffrey
Under the direction of Paolo Ciuccarelli, head of Northeastern University’s Center for Design, Chloe Prock, Jasmine Yiming Sun, and Elizabeth McCaffrey form a team of designers and researchers exploring the wide intersections of data visualization, experience design, and creative practice. With expertise spanning immersive media, computational data visualization, UI/UX design, and design research, their work bridges the gaps between emerging technologies, human-centered design, and poetic computation to create engaging and thought-provoking experiences.
https://camd.northeastern.edu/center-for-design/
Lexus Designer Team (Japan)
Members(From the left) Moto Takabatake & Yuri Tamura
Design Team at Toyota Motor Corporation. Challenging new expressions and experiences by reinterpreting the Black Butterfly. As a mentor, Takabatake works as a Concept & Vision Designer, planning future visions and concepts targeting all products, including experiences for both Lexus and Toyota brands. Designer Yuri Tamura began her career as a CMF designer and now explores innovative designs that challenge existing concepts across all genres. She focuses on capturing human emotions and experiences from new perspectives, aiming to deliver inspiration to many.
