For Lexus, The New World Of Automotive Tech Is Inspired By Design

Lexus Steps

“There is no impossible. There’s just a matter of figuring out how.”

– Haruhiko Tanahashi, Lexus Chief Engineer

Cars are computers.

Xzibit and Buzz
Xzibit and Buzz
Think about it. What Xzibit did to drop your jaw back in the day, is now expected. Touch screen, wifi hot spots, streaming services, GPS, all of it becoming commonplace.

Don’t get me wrong, there is still room for innovation in the vehicle industry, but it’s more Tim Gunn than it is Pimp My Ride.

Design, fashion, style, AND tech. That’s where the future lies and Lexus is going all in. A series of ground-breaking films to celebrate their ground-breaking new vehicles will have you pondering “what if” and ultimately be inspired by great design.


Can a piece of art be tech? When it is an 11 foot tall puppet made of a 3D printed carbon fibre exoskeleton surrounding electronics, the answer is most definitely “Yes.”

“What was amazing about this project is you really felt like you were making a piece of art,” explains model making supervisor Richard Van Den Berg. “If it doesn’t move, it’s a sculpture. But once it begins to move, it becomes alive.”


Strobe is about celebrating Lexus’ history of design and craftsmanship by “recreating movement without gravity, hinderances, or boundaries,” says Adam Berg. A Hollywood costume designer was charged with coming up with a design for a light man that would be seen hopping across a city skyline. Inspiration came from the Lexus’ spindle grill.

Lexus’ vehicle computer systems offered the jumping off point to create a bespoke computer system to control and monitor the light suits. It all comes together in one masterful combination of technology, design, and imagination.


“For technology and design to be successful, they have to inspire feeling,” explains director Sam Brown. “They need to “create a kind of emotional response.”

That was the challenge he tackled with Swarm. He needed to take something that is normally seen as cold and give the audience a reason to become invested.

With his piece, filming drones exploring a city (Vancouver) after dark, he shows off the sophisticated style and smoothness of movements, but also a quirky and curious willingness to learn. It is innovation inspired by design.


The Lexus Slide is mind boggling. It’s a legitimate Back To The Future moment come to life all through the power of trial, error, trial, error, trial, error, trial, and success.

Superconductors, liquid nitrogen, and magnets all perfectly harnessed in a sleek board that echoes the design elements of the iconic Lexus spindle grille signature shape, and uses materials found in the luxury car brand, from high-tech carbon fibre to natural bamboo.

This isn’t camera trickery, this is real #LexusHover innovation.

So what does this have to do with cars? Well each of the film showcases innovation and technology through a unique lens. In the world of Lexus, technology is art, technology is design, technology is emotion, technology is achievement.

And all of it comes together to make one of these:



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