Lexus Design Cases
Designers behind the work
Designers and creative leads credited on Lexus projects in press coverage.
Designers and creative leads credited on Lexus projects in press coverage.
Lexus has launched a new global brand platform, 'The Standard of Amazing', developed with creative agency Team One. The campaign repositions Lexus around emotional connection and human-centric luxury, featuring cinematic storytelling directed by Johan Renck and photography by Clemens Asher. It marks a strategic evolution of the brand’s identity and will inform all future marketing and product communications.
Creative Boom reports from Milan Design Week 2025, where Lexus unveiled its Black Butterfly concept through immersive installations exploring the intersection of technology, emotion, and human connection. Collaborating with Japanese studios SIX and STUDEO, Lexus presented A-Un and Discover Together, blending craft, AI, and interactive design to express its evolving design philosophy. The exhibition highlighted Lexus’s commitment to human-centred innovation and its ongoing support for emerging creators through the Lexus Design Award.
Creative Boom’s Abbey Bamford explores the design of Lexus’ smallest model yet, the LBX, a compact hybrid crossover aimed at younger urban drivers. The article highlights how the LBX combines luxury craftsmanship with accessibility, featuring design influences from Japanese culture and Lexus’ tazuna concept for driver engagement. It praises the car’s refined aesthetics, quiet cabin, and thoughtful ergonomics as a redefinition of small-car luxury.
Creative Boom’s feature explores how Lexus is redefining luxury automotive design through sensorial interiors, sustainable materials, and human-centric innovation. Chief designer Sellene Lee discusses the evolution of CMF design at CALTY Design Research, while Heather Updegraff outlines Lexus’s broader brand vision and diversification beyond electric vehicles. The article highlights Lexus’s commitment to craftsmanship, sustainability, and emotional connection in design.
Lexus collaborated with Bratislava-based studio Crafting Plastics to unveil 'Liminal Cycles', a responsive bioplastic installation at Miami Art & Design Week 2024. Made from the studio’s proprietary Nuatan material, the sculpture reacts to UV light and human proximity, exploring the intersection of sustainability, technology, and design. The project demonstrates Lexus’s commitment to material innovation and Crafting Plastics’ ambition to scale biomaterials for larger applications.
London-based directing duo Witness, composed of Simon Frost and Ben Hanson, have joined the roster of Sibling Rivalry. Known for their emotionally resonant storytelling and cinematic realism, the pair aim to expand their creative scope through the studio’s design and brand capabilities. Their work has earned recognition from major awards and global brands alike.