From Brave Ideas to Distinctive Design
If we don’t make you feel something, we’ve failed.
Provocative design doesn’t come from necessity or practicality. It comes from something else. An aspiration to achieve something different. To take leaps and challenge conventions. To explore new concepts and new outcomes in the pursuit of finding new ways to express a vision that is singular and unique. And while you could argue that none of these things are necessary to build a car. To design a Lexus, they absolutely are.