Home » Lexus and Royal College of Art, the future of luxury mobility is studied

Lexus and Royal College of Art, the future of luxury mobility is studied

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ROME – Lexus has launched a new design project to imagine the future evolution of luxury transport. To achieve this goal, the luxury brand of the Toyota group has started a collaboration with the Royal College of Art (Rca) in London. At the heart of the partnership is the recent graduate program at the college’s Intelligent Mobility Design Center called “Lexus 2040: The Soul of Future Premium”. The project foresees the exploration by students of new types of vehicles able to meet the needs of social and demographic changes in European cities and the new types of vehicle use. Furthermore, undergraduates will have to try to re-imagine the role that Lexus could play in the European mobility landscape over the next two decades, addressing issues such as sustainability, future lifestyles and how emerging technologies could help improve the vision and positioning of the brand. Lexus will directly support the project with the support of leading creatives from its European design development center, ED2, in the south of France, giving students a deeper insight into advanced automotive design thinking and techniques in the real world. During an initial meeting with the students at the Battersea RCA, the representatives of ED2 tried to provide an overview of the Lexus brand and its “L-finesse” design philosophy which encompasses refinement, anticipation, simplicity. and awareness, without forgetting the importance of the brand’s Japanese heritage and human-centered design.

Over the course of the four-month program, students will research future scenarios to produce design perspectives on how and where the Lexus brand could evolve, from which design concept proposals, developed through tutorials and group workshops, will start. The next step involves the creation of 2D projects on video and digital media and 3D models and experiments. At the end of the initiative, the three best projects will be identified and subjected to further development for the production of high quality renderings on videos and scale models which, in January 2022, will compose a final exhibition together with all digital media. “As the world‘s leading center for new automotive design thinking, Rca is the perfect partner to help us explore the future of premium luxury travel in Europe – explained Ian Cartabiano, president of ED2 – and to explore opportunities for our brand to evolve and deliver real benefits to our customers and society for years to come. With the support of our design experts, we will also do our part in helping this new creative talent realize their potential and envision exciting, relevant and sustainable mobility for the future. ” (maurilio rigo)

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