TOYOTA Lexus attracts celebrities around the world.
Lexus is produced globally
The BROOKLYN MUSEUM product has been selected as a lifestyle collection that is created by the "young craftsmanship" resonating with LEXUS's craftsmanship. Beyond the sea, it has been selected to InterSect by Lexus in each country.
A story before starting as a partner.
We interviewed CEO Masahiko Kusagaya.
Inevitable by chance
━ What is the encounter between LEXUS and Brooklyn Museum?
It was time to hear that LEXUS opened
"Can you make something like LEXUS with items related to cars and travel?"
I was told that.
However, it is a bit long because the miracle that can be said to be a miracle overlaps, but please forgive me (laughs).
In the first place, I felt that the LEXUS brand that started in 1989 broke the rugged concept of
When such LEXUS makes a "store that does not sell cars". It is also to Aoyama.
“What kind of space will it be?”
“Where are you working”
I heard that Winkreative was involved and said, "It's absolutely cool!"
━ What is Winkreative?
It is a creative agency based in London.
A company that produces airline produce via government and consulting a big maison, and talked with Lexus here.
The owner is Tyler Brulee.
The founder of the world -famous lifestyle magazine Wallpaper*, and is now the owner of the creative information magazine, which is now supported by the rich people of the world.
InterSect by Lexus is a space represented by Winderwall and Winkreative partnership led by Japan's leading interior designer Masamitsu Katayama, and this is a ridiculous thing.
The story was over,
One of the miraculous coincidences is that the Tyler has always liked Brooklyn Museum.
It happened to come to the store in 2007 and started.
I would like to talk to Tyler in detail on another occasion ... from there, I came to get along with both Winkriative and Monocle.
The moment when the edge is connected
━ Did you often visit Europe?
At that time, I was considering opening a store in
When the work is over, everyone gathers together. Since the owner is the same, both teams are close and Japanese staff gathered for me. And everyone was the same generation (20s and 30s), so it didn't take time to get along.
I was glad that I trusted me as a business partner as I proceeded with the transaction several times.
2007 WinkRiative/Monocle Owner Tyler, founder and modern representative
Left: 2007 WinkriaTive/Monocle Owner Tyler, founder and Contemporary National Team/Right: 2014 Trunk Owner Mats and the Contemporary Team
2014 TRUNK Owner Mats and Contemporary Team
While doing so, from the Wink team
"I'm working with LEXUS, but maybe Masa -san."
The presentation from Tyler and the team was a big kick, but another miraculous coincidence.
LEXUS Product Development Director, the top of the product was a Brooklyn Museum customer.
"A brand in Aoyama, Brooklyn ..."
"I know well, because it's the brand I use now."
From such a coincidence, I said, "If you are Brooklyn!"
━ How did you decide the items?
Items related to cars and travel are like LEXUS.
In order to respond to the order, we planned various items and held meetings.
One of them was one of the representative products of Brooklyn Museum, a passport case. This item is used by many jet setters.
To the passport case, if you can carry items that can be used as a money clip and a card case and coin case, you can travel around the world with this one.
━ It is a wonderful theme.
How did you build another indispensable theme "Lexus -like"?
From the beginning of the project, I thought that it was necessary to feel the ownership that LEXUS is only in Lexus.
So I adopted
Spindle grill is a front face that symbolizes Lexus. It is a brand icon that can be seen with a single eye.
By making a part of the item parts a spindle grilled design, the product that can only be here is expressed.
━ It seems that the tension will rise just by having it!
I would be happy if you could feel that way.
Another point is that overwhelmingly differentiating.
It is to use Brooklyn Museum original leather
Yamato is a leather that sticks to all processes in Japan, from ranch to finishing.
And the environmental load is reduced to as much as possible in the sustainable process.
Not only Tannas, who have been involved in development over two years to make our thoughts into shape, as well as tens of thousands of tanners in the world, Japanese tanners are top -class Japanese tanners. 。
Our mission is to convey the Japan quality to the world.
Yamato was indispensable for the concept of "Made in Japan = Craft Manship>, which Lexus and Brooklyn Museum resonate.
From Aoyama to the world
━ Is there a place other than Aoyama that can be purchased?
Currently, it can be purchased at 2 stores in Japan and 2 overseas stores.
In Japan, the Lexus meets ... Hibiya Midtown is located in Aoyama.
Overseas, Dubai and NY. Each of the same team is an intelligent and luxurious space, so you can enjoy it just by visiting.
In Dubai, we gave our passport case as a Christmas present to VIP. I heard that it was about 50 people, but as expected Dubai! It was like that.
At the end of the sea, it reached the customer who did not know Brooklyn Museum. It is exciting just to imagine that you could feel the craft manship.
What you can see beyond that
━ Finally, please let me know if you have any future prospects.
I want to do an event.
Before Corona, the product was expanded and expanded to the new LEXUS and special specification cars. For example, a special specification car with indigo dyed to the walnut used for the steering is specially developed a specially developed indigo dyeing series of Brooklyn Museum.
Currently, it is difficult to hold an event, but we are considering the Lexus team that we want to proceed this year. Once the details are decided, we will inform you immediately!