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Why Lexus’ Milan Design Week 2025 Installation Is Being Called a Masterclass in Emotional UX Design

Lexus at Milan Design Week 2025: Human-Centred Technology Meets Design Innovation At the intersection of mobility, design, and human experience, Lexus has emerged as a formidable thought leader in redefining what luxury and technology mean in the 21st century. At Milan Design Week 2025, this narrative was expressed with striking clarity and craftsmanship. Through its immersive installations A-Un and Discover Together, Lexus presented a vision where innovation is not just functional, but emotional, intuitive, and deeply human. This article delves into the technological and philosophical dimensions of Lexus' participation in Milan Design Week 2025, analyzing its broader implications for design, artificial intelligence, craftsmanship, and the future of human-machine interaction. Drawing from internal insights and expert understanding, we break down how Lexus’ creative showcase is reshaping perceptions around mobility and human-centred innovation. The Context: Why Milan Design Week Matters Milan Design Week is not merely a showcase of aesthetic excellence—it’s the global epicentre for design thinking, experimentation, and the merging of art, architecture, and technology. For over two decades, Lexus has utilized this platform to present experimental, sensory-driven exhibitions that explore the brand’s deeper philosophies. This year, the company built upon its legacy with installations that invite contemplation about time, connection, and the role of design in a tech-augmented world. Reimagining the Human-Technology Relationship From Smart to Sentient: The Lexus Vision In a time where artificial intelligence and automation are reshaping industries, Lexus embraces a different ethos: that the future of mobility must be felt, not just engineered. Key Design Principle: Harmonised Technology Rather than focusing solely on speed, performance, or data, Lexus pushes the idea of harmonised technology—systems that align with human intention, emotion, and rhythm. This principle echoes traditional Japanese design philosophies such as A-Un no Kokyū (harmonised breath), which emphasizes instinctive synchronization between entities. "The most advanced technologies are the ones that feel invisible. They integrate so seamlessly with our intentions that we forget we're using them." — Naoki Otani, Lead Experience Designer, Advanced Mobility Concepts This vision is particularly relevant in an era where the digital experience often overwhelms human intuition. Lexus flips the paradigm: technology should support, not dictate, the human journey. A-UN: An Immersive Meditation on Symbiosis The Design and Philosophy Behind the Installation Crafted by Tokyo-based creative agency SIX and design studio STUDEO, the A-Un installation is a towering three-meter-high screen, meticulously handcrafted using over 35 kilometers of woven bamboo fibre. The structure takes the shape of the Black Butterfly, a symbol Lexus uses to represent the convergence of human spirit and digital intelligence. This installation acts as a living canvas. As visitors engage with the structure, it responds in real time—changing light, motion, and atmosphere. It exemplifies a new interface where emotion and data meet. But beyond its visual poetry, A-Un stands as a metaphor for future vehicle interfaces—adaptive, empathic, and intuitive. A Closer Look at the Craftsmanship Feature Description Material 35 km of bamboo fibre, handwoven Dimensions 10m (width) × 4m (depth) × 3m (height) Symbolism Black Butterfly motif (human-tech symbiosis) Production Timeline 3 months, handcrafted by artisan teams in Japan Interaction Style Sensor-driven dynamic response based on user presence and movement The commitment to Takumi craftsmanship, a Lexus hallmark, ensures that even the most futuristic installations retain an organic and tactile quality. It is this fusion—handmade tradition meets technological expression—that distinguishes Lexus in a crowded field of luxury tech brands. Discover Together: New Interfaces of Personalization Where A-Un offers a macro vision, Discover Together zooms into the micro-level—how individuals experience technology on a personal and emotional level. This segment, produced in collaboration with Bascule Inc., Northeastern University, and Lexus’ internal design team, consists of three interactive modules, each interpreting the Black Butterfly in different dimensions. Module Breakdown: Exploring the Installations Earthspective – By Bascule Inc. An orbital interface showcasing the Earth’s surface in real-time, encouraging ecological awareness and collective mindfulness. Utilizes real-time satellite imagery and AI-generated scenarios to simulate human impact. Our Energy Nexus – By Northeastern University A live data visualization tool that tracks air quality, user energy output, and shared environmental data in Milan. Encourages behavior change through gamification and visual feedback loops. Discover Your Butterfly – By Lexus Designers Moto Tabatake & Yuri Tamura A personalized digital avatar system where users create a butterfly reflecting their movement, emotion, and interaction patterns. Each butterfly is unique, representing the digital soulprint of its creator. Personalization Through Technology This series investigates a central question: How can future interfaces adapt to our emotional and environmental context without compromising privacy or autonomy? The answer lies in Lexus’ focus on meaningful data—not just collecting user information, but transforming it into symbols of identity, community, and shared values. “Design should not ask people to adapt. Instead, it should be flexible enough to understand and support each person’s unique way of being.” — Elena Matsuda, Human-Centred AI Researcher, Kyoto Institute of Technology The Black Butterfly Motif: Symbolism Meets System Design The Black Butterfly was more than just an aesthetic device—it became the emotional and symbolic thread tying both installations together. In nature, the black butterfly is rare, often associated with transformation and fleeting beauty. Lexus reimagines it as a connective interface between humanity and evolving mobility ecosystems. Its appearance across tactile installations, digital representations, and interactive experiences signals a shift from product-first to philosophy-first design—where every component and interaction points back to a central, emotional narrative. Industry Implications: Redefining the Future of Automotive UX Lexus’ Milan showcase is not merely artistic—it signals strategic intent. In an increasingly autonomous and electrified automotive world, user experience (UX) will be the defining differentiator. Lexus is positioning itself not just as a vehicle manufacturer, but as a curator of experiences. Key Trends Reinforced by Lexus’ Installations Trend Lexus Application Emotionally Adaptive UX Black Butterfly interfaces that change with user emotion AI-Powered Personalization Real-time digital avatars and ambient intelligence Eco-Sensory Feedback Live pollution and energy visualizations to promote awareness Bio-symbiotic Craftsmanship Use of bamboo, handcrafted design married with tech Participatory Interface Design Installations co-created through user presence and feedback A Broader Shift: Design as a Cultural Bridge At its core, Lexus’ Milan presentation isn’t just about innovation—it’s about identity. In a world increasingly mediated by screens, sensors, and synthetic interactions, Lexus argues for the re-enchantment of technology. Through symbolism, storytelling, and sensory immersion, it presents a model for how brands can maintain cultural authenticity in a globalized tech economy. Conclusion: Beyond Machines, Toward Meaning The Lexus installations at Milan Design Week 2025 serve as more than an aesthetic showcase—they are strategic blueprints for the next evolution in design and mobility. By merging traditional craftsmanship, high technology, and human-centred design philosophies, Lexus offers a compelling vision of what emotionally intelligent mobility could look like. As mobility becomes increasingly autonomous and interfaces more ambient, the emotional resonance of technology will define loyalty, brand identity, and user trust. Lexus, through its design language and immersive environments, appears uniquely positioned to lead this future. Read More Lexus' human-centric design philosophy finds parallels in the work being done by visionary teams at 1950.ai, a leader in predictive AI, quantum computing, and behavioural analytics. Founded with a mission to explore the fusion of artificial intelligence and human values, 1950.ai—guided by global experts including Dr. Shahid Masood—continues to investigate how systems can be built not just to solve problems, but to understand people. To explore similar insights from Dr. Shahid Masood, the Shahid Masood network, and the expert team at 1950.ai, visit 1950.ai and stay ahead of the curve in design thinking, AI ethics, and future technology. Further Reading / External References Lexus Europe – Lexus Installations at Milan Design Week 2025 Icon Magazine – Lexus Showcases Human-Tech Harmony at Milan AutoDesign Magazine – Lexus Fuses Craft and Innovation in Milan

At the intersection of mobility, design, and human experience, Lexus has emerged as a formidable thought leader in redefining what luxury and technology mean in the 21st century. At Milan Design Week 2025, this narrative was expressed with striking clarity and craftsmanship. Through its immersive installations A-Un and Discover Together, Lexus presented a vision where innovation is not just functional, but emotional, intuitive, and deeply human.


This article delves into the technological and philosophical dimensions of Lexus' participation in Milan Design Week 2025, analyzing its broader implications for design, artificial intelligence, craftsmanship, and the future of human-machine interaction. Drawing from internal insights and expert understanding, we break down how Lexus’ creative showcase is reshaping perceptions around mobility and human-centred innovation.


The Context: Why Milan Design Week Matters

Milan Design Week is not merely a showcase of aesthetic excellence—it’s the global epicentre for design thinking, experimentation, and the merging of art, architecture, and technology. For over two decades, Lexus has utilized this platform to present experimental, sensory-driven exhibitions that explore the brand’s deeper philosophies.


This year, the company built upon its legacy with installations that invite contemplation about time, connection, and the role of design in a tech-augmented world.


Reimagining the Human-Technology Relationship

From Smart to Sentient: The Lexus Vision

In a time where artificial intelligence and automation are reshaping industries, Lexus embraces a different ethos: that the future of mobility must be felt, not just engineered.


Key Design Principle: Harmonised Technology

Rather than focusing solely on speed, performance, or data, Lexus pushes the idea of harmonised technology—systems that align with human intention, emotion, and rhythm. This principle echoes traditional Japanese design philosophies such as A-Un no Kokyū (harmonised breath), which emphasizes instinctive synchronization between entities.

"The most advanced technologies are the ones that feel invisible. They integrate so seamlessly with our intentions that we forget we're using them."— Naoki Otani, Lead Experience Designer, Advanced Mobility Concepts

This vision is particularly relevant in an era where the digital experience often overwhelms human intuition. Lexus flips the paradigm: technology should support, not dictate, the human journey.


A-UN: An Immersive Meditation on Symbiosis

The Design and Philosophy Behind the Installation

Crafted by Tokyo-based creative agency SIX and design studio STUDEO, the A-Un installation is a towering three-meter-high screen, meticulously handcrafted using over 35 kilometers of woven bamboo fibre. The structure takes the shape of the Black Butterfly, a symbol Lexus uses to represent the convergence of human spirit and digital intelligence.


This installation acts as a living canvas. As visitors engage with the structure, it responds in real time—changing light, motion, and atmosphere. It exemplifies a new interface where emotion and data meet. But beyond its visual poetry, A-Un stands as a metaphor for future vehicle interfaces—adaptive, empathic, and intuitive.


Lexus at Milan Design Week 2025: Human-Centred Technology Meets Design Innovation At the intersection of mobility, design, and human experience, Lexus has emerged as a formidable thought leader in redefining what luxury and technology mean in the 21st century. At Milan Design Week 2025, this narrative was expressed with striking clarity and craftsmanship. Through its immersive installations A-Un and Discover Together, Lexus presented a vision where innovation is not just functional, but emotional, intuitive, and deeply human. This article delves into the technological and philosophical dimensions of Lexus' participation in Milan Design Week 2025, analyzing its broader implications for design, artificial intelligence, craftsmanship, and the future of human-machine interaction. Drawing from internal insights and expert understanding, we break down how Lexus’ creative showcase is reshaping perceptions around mobility and human-centred innovation. The Context: Why Milan Design Week Matters Milan Design Week is not merely a showcase of aesthetic excellence—it’s the global epicentre for design thinking, experimentation, and the merging of art, architecture, and technology. For over two decades, Lexus has utilized this platform to present experimental, sensory-driven exhibitions that explore the brand’s deeper philosophies. This year, the company built upon its legacy with installations that invite contemplation about time, connection, and the role of design in a tech-augmented world. Reimagining the Human-Technology Relationship From Smart to Sentient: The Lexus Vision In a time where artificial intelligence and automation are reshaping industries, Lexus embraces a different ethos: that the future of mobility must be felt, not just engineered. Key Design Principle: Harmonised Technology Rather than focusing solely on speed, performance, or data, Lexus pushes the idea of harmonised technology—systems that align with human intention, emotion, and rhythm. This principle echoes traditional Japanese design philosophies such as A-Un no Kokyū (harmonised breath), which emphasizes instinctive synchronization between entities. "The most advanced technologies are the ones that feel invisible. They integrate so seamlessly with our intentions that we forget we're using them." — Naoki Otani, Lead Experience Designer, Advanced Mobility Concepts This vision is particularly relevant in an era where the digital experience often overwhelms human intuition. Lexus flips the paradigm: technology should support, not dictate, the human journey. A-UN: An Immersive Meditation on Symbiosis The Design and Philosophy Behind the Installation Crafted by Tokyo-based creative agency SIX and design studio STUDEO, the A-Un installation is a towering three-meter-high screen, meticulously handcrafted using over 35 kilometers of woven bamboo fibre. The structure takes the shape of the Black Butterfly, a symbol Lexus uses to represent the convergence of human spirit and digital intelligence. This installation acts as a living canvas. As visitors engage with the structure, it responds in real time—changing light, motion, and atmosphere. It exemplifies a new interface where emotion and data meet. But beyond its visual poetry, A-Un stands as a metaphor for future vehicle interfaces—adaptive, empathic, and intuitive. A Closer Look at the Craftsmanship Feature Description Material 35 km of bamboo fibre, handwoven Dimensions 10m (width) × 4m (depth) × 3m (height) Symbolism Black Butterfly motif (human-tech symbiosis) Production Timeline 3 months, handcrafted by artisan teams in Japan Interaction Style Sensor-driven dynamic response based on user presence and movement The commitment to Takumi craftsmanship, a Lexus hallmark, ensures that even the most futuristic installations retain an organic and tactile quality. It is this fusion—handmade tradition meets technological expression—that distinguishes Lexus in a crowded field of luxury tech brands. Discover Together: New Interfaces of Personalization Where A-Un offers a macro vision, Discover Together zooms into the micro-level—how individuals experience technology on a personal and emotional level. This segment, produced in collaboration with Bascule Inc., Northeastern University, and Lexus’ internal design team, consists of three interactive modules, each interpreting the Black Butterfly in different dimensions. Module Breakdown: Exploring the Installations Earthspective – By Bascule Inc. An orbital interface showcasing the Earth’s surface in real-time, encouraging ecological awareness and collective mindfulness. Utilizes real-time satellite imagery and AI-generated scenarios to simulate human impact. Our Energy Nexus – By Northeastern University A live data visualization tool that tracks air quality, user energy output, and shared environmental data in Milan. Encourages behavior change through gamification and visual feedback loops. Discover Your Butterfly – By Lexus Designers Moto Tabatake & Yuri Tamura A personalized digital avatar system where users create a butterfly reflecting their movement, emotion, and interaction patterns. Each butterfly is unique, representing the digital soulprint of its creator. Personalization Through Technology This series investigates a central question: How can future interfaces adapt to our emotional and environmental context without compromising privacy or autonomy? The answer lies in Lexus’ focus on meaningful data—not just collecting user information, but transforming it into symbols of identity, community, and shared values. “Design should not ask people to adapt. Instead, it should be flexible enough to understand and support each person’s unique way of being.” — Elena Matsuda, Human-Centred AI Researcher, Kyoto Institute of Technology The Black Butterfly Motif: Symbolism Meets System Design The Black Butterfly was more than just an aesthetic device—it became the emotional and symbolic thread tying both installations together. In nature, the black butterfly is rare, often associated with transformation and fleeting beauty. Lexus reimagines it as a connective interface between humanity and evolving mobility ecosystems. Its appearance across tactile installations, digital representations, and interactive experiences signals a shift from product-first to philosophy-first design—where every component and interaction points back to a central, emotional narrative. Industry Implications: Redefining the Future of Automotive UX Lexus’ Milan showcase is not merely artistic—it signals strategic intent. In an increasingly autonomous and electrified automotive world, user experience (UX) will be the defining differentiator. Lexus is positioning itself not just as a vehicle manufacturer, but as a curator of experiences. Key Trends Reinforced by Lexus’ Installations Trend Lexus Application Emotionally Adaptive UX Black Butterfly interfaces that change with user emotion AI-Powered Personalization Real-time digital avatars and ambient intelligence Eco-Sensory Feedback Live pollution and energy visualizations to promote awareness Bio-symbiotic Craftsmanship Use of bamboo, handcrafted design married with tech Participatory Interface Design Installations co-created through user presence and feedback A Broader Shift: Design as a Cultural Bridge At its core, Lexus’ Milan presentation isn’t just about innovation—it’s about identity. In a world increasingly mediated by screens, sensors, and synthetic interactions, Lexus argues for the re-enchantment of technology. Through symbolism, storytelling, and sensory immersion, it presents a model for how brands can maintain cultural authenticity in a globalized tech economy. Conclusion: Beyond Machines, Toward Meaning The Lexus installations at Milan Design Week 2025 serve as more than an aesthetic showcase—they are strategic blueprints for the next evolution in design and mobility. By merging traditional craftsmanship, high technology, and human-centred design philosophies, Lexus offers a compelling vision of what emotionally intelligent mobility could look like. As mobility becomes increasingly autonomous and interfaces more ambient, the emotional resonance of technology will define loyalty, brand identity, and user trust. Lexus, through its design language and immersive environments, appears uniquely positioned to lead this future. Read More Lexus' human-centric design philosophy finds parallels in the work being done by visionary teams at 1950.ai, a leader in predictive AI, quantum computing, and behavioural analytics. Founded with a mission to explore the fusion of artificial intelligence and human values, 1950.ai—guided by global experts including Dr. Shahid Masood—continues to investigate how systems can be built not just to solve problems, but to understand people. To explore similar insights from Dr. Shahid Masood, the Shahid Masood network, and the expert team at 1950.ai, visit 1950.ai and stay ahead of the curve in design thinking, AI ethics, and future technology. Further Reading / External References Lexus Europe – Lexus Installations at Milan Design Week 2025 Icon Magazine – Lexus Showcases Human-Tech Harmony at Milan AutoDesign Magazine – Lexus Fuses Craft and Innovation in Milan

A Closer Look at the Craftsmanship

Feature

Description

Material

35 km of bamboo fibre, handwoven

Dimensions

10m (width) × 4m (depth) × 3m (height)

Symbolism

Black Butterfly motif (human-tech symbiosis)

Production Timeline

3 months, handcrafted by artisan teams in Japan

Interaction Style

Sensor-driven dynamic response based on user presence and movement

The commitment to Takumi craftsmanship, a Lexus hallmark, ensures that even the most futuristic installations retain an organic and tactile quality. It is this fusion—handmade tradition meets technological expression—that distinguishes Lexus in a crowded field of luxury tech brands.


Discover Together: New Interfaces of Personalization

Where A-Un offers a macro vision, Discover Together zooms into the micro-level—how individuals experience technology on a personal and emotional level. This segment, produced in collaboration with Bascule Inc., Northeastern University, and Lexus’ internal design team, consists of three interactive modules, each interpreting the Black Butterfly in different dimensions.


Module Breakdown: Exploring the Installations

  1. Earthspective – By Bascule Inc.

    • An orbital interface showcasing the Earth’s surface in real-time, encouraging ecological awareness and collective mindfulness.

    • Utilizes real-time satellite imagery and AI-generated scenarios to simulate human impact.


  2. Our Energy Nexus – By Northeastern University

    • A live data visualization tool that tracks air quality, user energy output, and shared environmental data in Milan.

    • Encourages behavior change through gamification and visual feedback loops.


  3. Discover Your Butterfly – By Lexus Designers Moto Tabatake & Yuri Tamura

    • A personalized digital avatar system where users create a butterfly reflecting their movement, emotion, and interaction patterns.

    • Each butterfly is unique, representing the digital soulprint of its creator.


Personalization Through Technology

This series investigates a central question: How can future interfaces adapt to our emotional and environmental context without compromising privacy or autonomy? The answer lies in Lexus’ focus on meaningful data—not just collecting user information, but transforming it into symbols of identity, community, and shared values.

“Design should not ask people to adapt. Instead, it should be flexible enough to understand and support each person’s unique way of being.”— Elena Matsuda, Human-Centred AI Researcher, Kyoto Institute of Technology

The Black Butterfly Motif: Symbolism Meets System Design

The Black Butterfly was more than just an aesthetic device—it became the emotional and symbolic thread tying both installations together. In nature, the black butterfly is rare, often associated with transformation and fleeting beauty. Lexus reimagines it as a connective interface between humanity and evolving mobility ecosystems.


Its appearance across tactile installations, digital representations, and interactive experiences signals a shift from product-first to philosophy-first design—where every component and interaction points back to a central, emotional narrative.


Industry Implications: Redefining the Future of Automotive UX

Lexus’ Milan showcase is not merely artistic—it signals strategic intent. In an increasingly autonomous and electrified automotive world, user experience (UX) will be the defining differentiator. Lexus is positioning itself not just as a vehicle manufacturer, but as a curator of experiences.


Key Trends Reinforced by Lexus’ Installations

Trend

Lexus Application

Emotionally Adaptive UX

Black Butterfly interfaces that change with user emotion

AI-Powered Personalization

Real-time digital avatars and ambient intelligence

Eco-Sensory Feedback

Live pollution and energy visualizations to promote awareness

Bio-symbiotic Craftsmanship

Use of bamboo, handcrafted design married with tech

Participatory Interface Design

Installations co-created through user presence and feedback

A Broader Shift: Design as a Cultural Bridge

At its core, Lexus’ Milan presentation isn’t just about innovation—it’s about identity. In a world increasingly mediated by screens, sensors, and synthetic interactions, Lexus argues for the re-enchantment of technology. Through symbolism, storytelling, and sensory immersion, it presents a model for how brands can maintain cultural authenticity in a globalized tech economy.


Beyond Machines, Toward Meaning

The Lexus installations at Milan Design Week 2025 serve as more than an aesthetic showcase—they are strategic blueprints for the next evolution in design and mobility. By merging traditional craftsmanship, high technology, and human-centred design philosophies, Lexus offers a compelling vision of what emotionally intelligent mobility could look like.


As mobility becomes increasingly autonomous and interfaces more ambient, the emotional resonance of technology will define loyalty, brand identity, and user trust. Lexus, through its design language and immersive environments, appears uniquely positioned to lead this future.


To explore similar insights from Dr. Shahid Masoodand the expert team at 1950.ai, visit 1950.ai and stay ahead of the curve in design thinking, AI ethics, and future technology.


Further Reading / External References

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