Lexus Unveils Installation by Suchi Reddy, Shaped by Air
Lexus unveiled Shaped by Air―an installation by acclaimed New York-based artist and architect Suchi Reddy, founder of Reddymade Architecture and Design―alongside prototypes by the four LEXUS DESIGN AWARD 2023 winners. Responding to an overarching theme―shaping the future―the public exhibition will be on view until April 23 at Superstudio in Milan.
Lexus has created compelling, immersive experiences for visitors at Milan Design Week for many years, partnering with visionary creatives such as Philippe Nigro, Neri Oxman, Sou Fujimoto, Rhizomatics, and Germane Barnes, among others. Continuing in this tradition, Reddy’s Shaped by Air draws inspiration from the Lexus Electrified Sport concept vehicle and its quality of being “shaped by air.” It was first presented in the sculpture garden at the Institute of Contemporary Art, Miami (ICA Miami) during Miami Art & Design Week 2022, and it has been reimagined for Milan Design Week as a multisensory experience through which visitors can travel. Reddy’s ethereal installation celebrates the collaborators’ shared commitment to human-centered, carbon-neutral, and impeccably-crafted design.
“We are thrilled to continue our collaboration with Suchi Reddy in Milan, a place that has inspired so much groundbreaking creativity. We hope that by situating her human-centered approach to design in dialogue with the innovation of our LEXUS DESIGN AWARD 2023 winners, we will inspire visitors to imagine new futures,” said Brian Bolain, Lexus’ Global Head of Marketing. “The Lexus Electrified Sport, Reddy’s interpretation of it, and these award-winning ideas all represent forward-looking design and express our ongoing commitment to craftsmanship and sustainability.”
Situated inside Superstudio, the site-specific installation invites guests to discover a to-scale interpretation of the Lexus Electrified Sport after traveling through an enveloping forest of its composite shapes, which are suspended from the ceiling. These organic and textured leaflike forms―produced in varying heights in a vibrant shade of green―subtly call to mind the cutouts of Henri Matisse. Comprised in part of post-consumer materials, the sculptural steel and aluminum elements are punctuated by dappled light, creating an environment that invites deep absorption and evokes the natural world. An accompanying soundscape, which draws inspiration from the wind, brings visitors further into harmony with nature.
“I am excited to partner with Lexus―a brand committed to uplifting artists and designers―on a new iteration of Shaped by Air. This immersive interpretation in Milan makes use of repetition, multisensory elements, and three-dimensionality to create an emotional environment that envelops the body like a car,” remarked Suchi Reddy.
Reflecting Lexus’ commitment to omotenashi―a concept encompassing both hospitality and mindfulness―the Superstudio space invites visitors to rest in an upstairs lounge, where they can observe Shaped by Air from a different vantage point. The lounge’s air is purified by Panasonic’s nanoeTM X, a technology that offers a healthier in-car atmosphere in Lexus models.
Digital audiences will have the opportunity to engage with Shaped by Air through a partnership with Diorama―a Milan and Paris-based digital creative agency. Diorama has imagined the installation as a metaverse experience that complements the physical installation but has a life of its own. This virtual extension is realized as a dynamic digital forest where users can explore an abstract natural world from a never-been-seen perspective, one filled with the rustling of leaves, sinuous currents of air, and diffusions of light. Additionally, Diorama has produced an augmented reality journey that visitors in Milan will be able to discover on-site through a custom Lexus Instagram filter.
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