Lexus has launched a compelling new digital campaign that spotlights the exceptional talent and creative insights of its global Color, Material, and Finish (CMF) design team. This initiative brings together designers from three key locations: Lexus Design in Shimoyama, Japan; CALTY Design Research in Newport Beach, California; and ED² in Nice, France—demonstrating the brand’s international depth and design expertise.
The visually engaging campaign offers a rare, behind-the-scenes glimpse into the meticulous design processes that drive the ongoing evolution of the Lexus brand. It explores how Lexus designers elevate the luxury experience by integrating emotional and sensorial dimensions into both interior and exterior vehicle design.
“We are excited to share the passion and creativity of our CMF designers with the world,” said Momoko Okamoto, Color Design Specialist at Lexus Design. “This campaign not only showcases our commitment to design excellence but also invites our audience to connect with the focused attention to detail, and thoughtful mindset that goes into every detail of a Lexus vehicle.”
Color, material, finish, light, scent, and sound are explored as integral elements that reflect a collective design philosophy centered around the human experience. This approach is deeply rooted in the Japanese principle of omotenashi—a tradition of anticipatory hospitality that informs Lexus’s unwavering focus on the driver and guest alike.
Central to the campaign is are in-depth interviews with CMF designers, providing audiences with rich insights into the complexity and significance of CMF design. Through curated narratives, viewers gain a deeper understanding of how these design elements contribute to the distinctive identity of every Lexus vehicle.
This campaign not only celebrates the artistry and vision of Lexus designers but also reinforces the brand’s commitment to innovation, craftsmanship, and excellence in automotive design.
In alignment with its vision for sustainable mobility, Lexus continues to bring this philosophy to life through the adoption of electrified powertrains, environmentally responsible manufacturing practices, and the use of ethically sourced materials.
CALTY DESIGN RESEARCH
CALTY designs innovative Toyota and Lexus mobility concepts and production vehicles for the North American and global markets. Headquartered in Newport Beach, Calif., CALTY also has a satellite design studio located in Ann Arbor, Mich. that focuses on North American production design. CALTY was founded in 1973 in Southern California by Toyota, the first automotive company to recognize the importance of “California car culture” and its powerful influence on national trends. Recently, CALTY has been credited with design contributions on the production versions of the 2018 Lexus LC500, 2020 Toyota Supra, 2023 Toyota Tundra, 2024 Toyota Tacoma and 2024 Toyota Land Cruiser. CALTY has also created numerous motor show concept vehicles, including the 2012 Lexus LF-LC, 2014 Toyota FT-1, 2017 Concept-i and 2021 Lexus Electrified Sport.
For more information, visit https://discoverlexus.com/stories/the-evolution-of-cmf-design.
