SALONE NEWS 2007 in Milan vol.8
Toyota

To show Lexus. That is the purpose of this demonstration. Tokujin Yoshioka inspired us with his striking expression last year. Based on the concept of ‘Toyota versus Tokujin’ , the exhibition of Lexus and the chairs by Tokujin was creating a very impressive effect to be remembered for a long time.

This year, however, the ideas and the conceptual structures seem to be a little vague.
Though they are trying to present the collaborated expression between architects and Toyota’s planners being unified, it seems that too much theories are emptily spinning.

Last year’s presentation clearly demonstrated the existence of Lexus by wrapping Lexus with Tokujin’s talents. This year, however, they seem to put their focus on such a sober objective as ‘how to show the attractiveness of Lexus to its maxim’. Accordingly the presentation this year, while being based on a theme of ‘reality and illusion’ , looks too much normal one with the use of CG art works and an object called Lexus. I assume that what architects worked on was only to design this exhibition space the theme of which happened to be ‘Reality and Illusion.’ Lexus’ existence seems to be no more than one figure drawn at the prepared space with CGs.

For me who abruptly entered the exhibition space from the world of reality outside, only illusion could be enough there. Even though the reality is expressed in an illusionary way separated at 1600 mm above the ground, it cannot involve visitors’ hearts in the premeditated way. I even thought it might better to present only CGs with the impression of the car’s silver colored material, allowing only the space to be there without the actual Lexus. Tokujin’s strategy last year was to show Lexus by erasing its existence. This year, they put Lexus on the main stage, which, in turn, makes Lexus invisible. Standing at this year’s demonstration, I just remembered Tokujin’s excellent tactics to show something by hiding it.

It’s ironical that this year’s Lexus demonstration seemed to me to be just for reminding me of the genius of Tokujin’s strategy.