• Lexus unveils a new dimension of seamless communication between humans and mobility, capturing the spirit of mutual understanding through perfectly synchronised interactions – motivated by Lexus' next-generation cockpit interface for electric vehicles, Black Butterfly.
  • In collaboration with Tokyo-based creative agency SIX Inc. and design studio STUDEO, Lexus presents the installation A-Un, which explores the potential of the human-machine connection for next-generation mobility.
  • Expanding on the concept of Black Butterfly, Discover Together showcases collaborative works by emerging creators. This interactive exhibition features contributions from Bascule Inc., Northeastern University, and Lexus' in-house designers, reinterpreting the possibilities of Black Butterfly.
  • Lexus also announces the relaunch of its prestigious Lexus Design Award (hereafter referred to as LDA), dedicated to nurturing and supporting emerging creative talent. Renamed Lexus Design Award – Discover Together, the competition will officially restart in mid-2025, marking a new era of innovation and collaboration.

Lexus has revealed its latest design innovations at Milan Design Week 2025 – the world's largest design event. Located in the heart of the Tortona District at Superstudio Più’s Daylight Space, the exhibition features A-Un, an immersive installation created in collaboration with Japanese creatives, and Discover Together, an interactive exhibition spotlighting next-generation designers who continue the legacy of the Lexus Design Award. The exhibition is open to the public until 13 April 2025.

Chief Branding Officer, Simon Humphries, commented: “Since its inception, Lexus has consistently challenged conventional notions of luxury automobiles, pushing the boundaries of mobility to craft unique and extraordinary experiences that exceed expectations. As technology continues to advance and reshape how we perceive time in motion, we reflect on how these changes may lead to profound new forms of engagement and interaction.

“At Milan Design Week, we aimed to express this convergence of technology and humanity – exploring the points where they intersect, and how reimagining time itself can inspire new experiences. Through Discover Together, we’ve collaborated with three visionary creative groups who examine the interplay between individuals and society through the lens of the Black Butterfly, offering fresh and innovative perspectives.”

The opening ceremony on 7 April featured speakers including Takeshi Nozoe (SIX Inc.), Tatsuki Ikezawa (STUDEO), representatives from Bascule Inc., Northeastern University, Lexus’ in-house designers, Lexus International President Takashi Watanabe, and General Manager of the Lexus Design Division, Koichi Suga. Together, they shared their visions behind these groundbreaking installations and the future of mobility and design.

A-Un Installation

Since its debut at Milan Design Week in 2005, Lexus has collaborated with world-renowned artists and designers – including Philippe Nigro, Neri Oxman, Sou Fujimoto, and Rhizomatiks – to deliver immersive experiences that embody the brand’s values and vision.

This year, Lexus has teamed up with SIX Inc. and STUDEO to present A-Un, an immersive installation inspired by the Japanese concept of A-Un no Kokyū (harmonised breath) – a phenomenon where two entities instinctively align their movements and emotions. Using the Black Butterfly motif as a bridge between people and society, Lexus brings its future vision for mobility to life in a compelling, sensory-rich space.

At the centre of the space, a monumental Black Butterfly-shaped screen – standing three metres high, ten metres wide, and four metres deep – suddenly emerges. This installation was meticulously hand-crafted over a three-month period using woven threads incorporating approximately 35km of bamboo fibre, exemplifying Lexus’ commitment to honouring traditional Japanese materials and craftsmanship.

As visitors approach, the structure responds to their heartbeats, creating a unique, immersive encounter. When a visitor's heartbeat synchronises with the natural 1/f fluctuations sampled from nature, the Black Butterfly becomes a medium for discovery. In that moment, guests witness a seamless connection between individuals, society, and the world – an experience rooted in the Japanese philosophy of A-Un.

Looking beyond merely responding to human commands, Lexus envisions a future where vehicles intuit human intent and unlock new possibilities for mobility. Through the Black Butterfly, people and vehicles embark on a shared journey of learning and evolution – discovering unique and meaningful experiences along the way. Lexus’ vision for next-generation mobility is one where vehicles forge genuine connections with people, redefining the movement experience.

Discover Together Installation

Building on the legacy of the LDA – long a platform for discovering and nurturing the next generation of creative talent – this year’s exhibition expands the boundaries of creativity and innovation. Featuring the Black Butterfly as a core motif, three visionary creative groups explore new dimensions of personalised experience with technology.

Bascule Inc., Northeastern University, and Lexus’ in-house designers present interactive installations that reinterpret the Black Butterfly from diverse and inspiring perspectives. This collaboration between Lexus and emerging talent invites visitors to Experience Amazing – a journey of imagination and inspiration.

Earthspective – Bascule Inc. (Japan)

This piece delves into an expanded Earth perspective. The term “Earthspective” – a fusion of “Earth” and “Perspective” – signals a shift in how we view our world. While humans naturally perceive reality from their own limited vantage points, stepping back to observe Earth from space yields a powerful, unifying perspective. From this elevated view, we are all travellers on the same planet. The words we speak become lasting imprints on the future, etched into the ever-expanding universe.

Our Energy Nexus – Northeastern University (USA)

This interactive installation centres on the theme of reducing air pollution, visualising the collective power of community action in real time. Visitors engage with live air quality data from Milan’s Global Air Quality Index and channel their warmth through the Black Butterfly, symbolising a release of energy. Each individual contribution becomes a glowing star in the sky, shining brighter as air quality improves – highlighting the powerful connection between personal action and environmental change. Together, our energy shapes a cleaner, brighter future.

Discover Your Butterfly – Lexus In-House Designers (Japan)

Inspired by the Butterfly Effect, this installation celebrates the transformative impact of small actions. It illustrates how the world changes organically and beautifully when countless butterflies converge and their unique personalities interact. Through the Black Butterfly – a portal to untapped potential – visitors release their own butterfly, influencing the surrounding world and discovering new facets of themselves. Each flutter sets off a ripple of beauty and change, reinforcing the idea that even the smallest gestures can help shape a better future.

Lexus Design Award – Discover Together

Since 2013, Lexus has hosted the Lexus Design Award – an international design competition committed to fostering and supporting emerging creators through collaboration and co-creation. To further strengthen this mission, the programme has been relaunched as Lexus Design Award – Discover Together, with the next showcase scheduled for Milan Design Week in April 2026. Stay tuned as Lexus ushers in an exciting new chapter in global design innovation.