LEXUS

[ABOUT]

TOYOTA and LEXUS attract celebrities around the world.
INTERSECT BY LEXUS is produced globally by LEXUS. We are based in Aoyama, Dubai, and New York as places where creative minds can gather, meet, and be inspired.
BROOKLYN MUSEUM products have been selected for CRAFTED FOR LEXUS, a lifestyle collection created by "young craftsmen" who resonate with LEXUS' craftsmanship. Across the ocean, our products are selected by INTERSECT BY LEXUS in various countries.

The story of how we started as partners.
We interviewed CEO Masahiko Kusagaya.

━ How did LEXUS and BROOKLYN MUSEUM meet?

I think it was around 2013 when I heard that LEXUS was opening INTERSECT BY LEXUS.

"Can you make something uniquely LEXUS with items related to cars and travel?"
It all started when I heard about this.

However, there were a number of miraculous coincidences leading up to that point - it's a bit long, so please bear with me (lol).

In the first place, I felt that the LEXUS brand, which started in 1989, broke down the rugged concept of ``MADE IN JAPAN'' from a global perspective, so I kept checking it out. Many of our customers are LEXUS owners, and many of them keep their cars in very good condition and take great care of them. This is a successful pattern for re-importing, and isn't it simply wonderful that you can be proud of being made in Japan? It is also the place we should aim for.
When LEXUS creates a store that does not sell cars. That too in Aoyama.

“What kind of space will it be?”
“I wonder who will handle it?”

I was thinking that, but then I heard that Winkreative would be involved, and I thought, ``That would definitely be cool!''

━ Who is Winkreative?

A creative agency based in London.
This is a company that handles airline production for the government and consulting for big maisons, and we also got a chance to talk to them about LEXUS.

The owner is Tyler Brûlé.
He is the founder of the world-famous lifestyle magazine ``Wallpaper*,'' and is currently the owner and editor-in-chief of ``Monocle,'' a creative information magazine that is also supported by wealthy people around the world.
INTERSECT BY LEXUS is a space created through a partnership between Wonderwall, led by Japan's leading interior designer Masamichi Katayama, and Winkreative, so I thought something extraordinary would be built.

That's off topic, but
One of the miraculous coincidences was that Tyler had always liked BROOKLYN MUSEUM.

Our relationship started when you happened to visit our store in 2007.
I'll talk about Tyler in more detail on another occasion... From then on, I became friends with both Winkriative and Monocle.

━ Did you often visit Europe?

At that time, I was considering opening a store at PITTI UOMO (a global men's fashion exhibition) and was traveling to Europe twice a year to conduct sales activities at select shops.
We always get together after work. Since we have the same owner, both teams are close, and the Japanese staff came together for me. Moreover, since we were all the same age (20s to 30s), it didn't take long for us to become friends.
I was happy that they trusted us as a business partner as we did several transactions with them.

Meanwhile, from the Wink team,
"I'll be working with LEXUS, but I might ask Masa-san for help."
I was contacted.

The presentation from Tyler and the team was a big turning point, but there was another miraculous coincidence.
The LEXUS product development manager and head of product were customers of BROOKLYN MUSEUM.

"Brooklyn is a brand located in Aoyama..."
"I know it well, it's the brand I'm currently using."

Due to such a coincidence, someone told me, ``Brooklyn would do it!'' and everything went smoothly.

━ How did you decide on the items?

Items related to cars and travel in a LEXUS style.

In order to meet these orders, we planned various items and held many meetings.
Among them, one of BROOKLYN MUSEUM's most representative products was the Passport Case. This item is loved by many jet setters.

If I could add a money clip and an item that doubles as a card case and coin case to the passport case and carry it with me, I could travel all over the world with just this.


━ That's a wonderful theme.
How did you develop the other essential theme, ``LEXUS-ness''?

From the beginning of the project, we believed that it was necessary for customers to feel a sense of ownership that can only be found at LEXUS.
Therefore, we adopted a .
The spindle grille is the front face that symbolizes LEXUS. A brand icon that can be seen at a glance.
By making some of the item parts have a spindle grill design, we expressed a product that can only be found here.

━ Just holding it will make you feel excited!

I would be happy if you felt that way.

There is another point of overwhelming differentiation.
That is to use BROOKLYN MUSEUM original leather .

Yamato is a leather that is particular about performing all processes in Japan, from farming to finishing.
Furthermore, it is finished using a sustainable process with as little environmental impact as possible.

Not only did the tanners who took two years to develop this product to give shape to our ideas, but among the tens of thousands of tanneries around the world, Japanese tanners have a top-class approach to manufacturing.
Our mission is to convey that Japanese quality to the world.

Yamato was essential to the concept of bringing MADE IN JAPAN (craftsmanship), which resonates with LEXUS and BROOKLYN MUSEUM, to the world.

━ Are there any places other than Aoyama where I can purchase it?

Currently, it can be purchased at two stores in Japan and two stores overseas.

In Japan, there are INTERSECT BY LEXUS in Aoyama and LEXUS Meets in Hibiya Midtown.
Overseas: Dubai and New York. Each space was created by the same team and is both intelligent and luxurious, so you can enjoy just visiting.

In Dubai, a VIP gave us our passport case as a Christmas present. I heard that there were about 50 people, but as expected from Dubai! That's what it felt like.
It was delivered to a customer far away across the ocean who had never heard of BROOKLYN MUSEUM. I get excited just thinking about how you can feel the craftsmanship.

━ Lastly, please tell us about your future prospects.

I would like to hold an event.
Before the coronavirus, we were expanding our product lineup to match new LEXUS cars and special edition cars. For example, during the period when a special edition car with indigo dyed walnut used for the steering wheel is on display, the BROOKLYN MUSEUM's indigo dyed series will be on display.

Currently, we are not able to hold any events, but we are considering something with the LEXUS team that we would like to move forward with this by the end of this year. We will let you know as soon as the details are decided!