Leading automaker Lexus hosted “Design Matters” event in New York City led by its global president Akio Toyoda. Kristin Chenoweth served as mistress of ceremonies with The Roots and Questlove providing musical entertainment.
“This is part of the transformation of Lexus,” said Mark Templin, executive vice president of Lexus International. “Lexus is expanding as a global company and we need to speak to a broad global audience. There’s no better way to do that than through design. Great design transcends cultures and doesn’t need any translation.”[ Also Read: Swimsuit Supermodel Curves in Lexus Campaign ]
Much of the focus on design for Lexus comes from the personal commitment of Akio Toyoda, grandson of the founder of Toyota.
“I am very passionate about cars, and especially design,” said Toyoda. “To me, cars need to ignite all your senses, and one of the most important is the emotional connection you get when you see a beautiful car.”
Beyond its products, Lexus is supporting international design through a variety of initiatives around the globe.
Among other initiatives, Lexus collaborated with The Weinstein Company to support emerging directors from around the globe, commissioning them to bring wonderful stories to life as short films.
The stories are beautifully told and explore the theme that “Life is Amazing.” They will debut at various film events around the world and will be featured on the Lexus global website www.lexusshortfilms.com later this year.
Lexus and The Weinstein Company will hold the world premiere event at the 2013 Festival de Cannes in May.