(maxim velčovský) These pictures prove that a car presentation can be a wonderful experience for the lovers of cars, diamonds, and theatre. This new piece, directed by Nendo, stars Lexus.
Apart from tedious automobile fairs where blonde girls with huge bosoms polish the bodyworks of the aerodynamic smashers, there are presentations that are reminiscent of experiences from a ballet performance in a way. The Japanese designer Nendo, who was born in Canada, designed a presentation like this in which he used several time-tested stage design effects.
The installation is situated on a glossy surface. Cylinders inspired by a diamond crystal lattice and woven from plastic move discreetly in space. The car is sprayed with a matted finish, which means that it does not disrupt its contours. Moreover, the tripod of your camera can capture the car without a reflection. From behind a five-meter tall seamless cloth, one can hear a heart beating. For a while, it beats faster, then suddenly slows. In tandem, the light in the showroom changes along with the heartbeat. One feels as if one is standing in front of a black muscle car that is relaxing and waiting for you to insert the key into its ignition. Lexus is silently waiting and looking into our eyes like a character from a movie.
Presentations from Lexus traditionally rank among the most interesting installations at iSaloni in Milan. However, many people skip it because they do not think the bowels of the showroom would conceal anything more than a car. Betting on stage design by prominent designers, Lexus surprises us every year. Two years ago, Tokujin Yoshioko clouded Lexus with a nylon fog. This year, they assigned the talented Nendo, who was a successful follow-up to his predecessor. Thanks to his sensitive approach, he was able to attract even the biggest adversaries of bodywork design to have a look at this presentation.