Lexus recently launched a digital campaign that highlights the exceptional talent and insights of their global design organization’s Color, Material, and Finish (CMF) team.
The roster of talent is global in scope, drawing CMF designers from 3 locations: Lexus Design in Shimoyama, Japan; CALTY Design Research in Newport Beach, California; and ED in Nice, France.
This visually impactful digital campaign offers an exclusive behind-the-scenes look at the creative processes that support the continued evolution of the Lexus brand.
The campaign discusses how Lexus designers seek to elevate the luxury experience by imbuing more emotional and sensory context into interior and exterior vehicle design.
The evolution of color, material, finish, light, scent, and sound reflects the collective mindset of designers embracing the brand’s human-focused approach. The human centered emphasis on the occupant (driver or guest) is rooted in the Lexus brand’s culturally Japanese foundational principle of omotenashi, a Japanese term for anticipatory hospitality that focuses on creating responses to guests’ needs before they even have them.
The new digital campaign highlighting CMF design features an in-depth designer interview and helps provide rich insights into the intricate world of CMF design.
Through curated stories, audiences will discover how these elements play a pivotal role in shaping the identity of Lexus vehicles. This initiative not only celebrates the artistry of Lexus designers but also underscores the brand’s commitment to innovation and excellence in automotive design.
In alignment with its vision of sustainable mobility, Lexus is turning this vision into a tangible reality through the use of electric energy, environmentally conscious manufacturing, and responsibly sourced materials.
“We are excited to share the passion and creativity of our CMF designers with the world,” said Momoko Okamoto, Color Design Specialist at Lexus Design. “This campaign not only showcases our commitment to design excellence but also invites our audience to connect with the focused attention to detail, and thoughtful mindset that goes into every detail of a Lexus vehicle.”
For more information, visit: https://discoverlexus.com/stories/the-evolution-of-cmf-design.
