Lexus partners with Royal College of Art London to design its future cars in 4-month program
Lexus and the Royal College of Art in London (RCA) have partnered up for “Lexus 2040: The Soul of Future Premium,” a program for postgraduate students at RCA’s Intelligent Mobility Design Centre.
Spanning four months, the program will challenge post-graduate students from the Intelligent Mobility Master of Arts degree course to re-imagine the role Lexus brand could play in the European mobility landscape beyond the next two decades.
The students will explore new vehicle architectures to meet the needs of societal and demographic changes in European cities and new vehicle usage models. Issues such sustainability, future lifestyles, and emerging technologies will need to be addressed.
Lexus will directly support the project with mentorship from the leading creatives at its European Design Development centre in the South of France, giving the students a deeper insight into real-world advanced automotive design thinking and techniques.
At a kick-off meeting with the students at the RCA in Battersea, representatives from the European Design Development Centre gave a briefing on the Lexus brand and its L-finesse design philosophy which encompasses refinement, anticipation, simplicity and awareness. They also explained the importance of the brand’s Japanese heritage and its human centric design approach.
At the end of the four-month program, the three best projects will be selected for further development and the production of exhibition-quality renderings in film and scale models.
These will form part of a concluding project show at the RCA, together with all the related digital media work, in January 2022.
London’s Royal College of Art is one of the world’s most prestigious and influential postgraduate universities for art and design research and education. Its notable alumni in automotive design include the likes of Peter Stevens who was responsible for the design of the McLaren F1 and Jaguar XJR-15, and Mark Lloyd, former programme director at Citroen.
Peter Stevens, responsible for the design of the McLaren F1 and Jaguar XJR-15