In this article on brands involved in the fight against coronavirus, we tell you about Lexus’ initiative to combat forced quarantine by COVID-19. Toyota’s premium firm has launched a content platform based on the Japanese concept omotenashi, which means hospitality . Through their web portal they try to provide a series of comforts and relaxing experiences, as someone would do with a guest in their home but under the standards of a culture like the Japanese. The omotenashi is a mantra for Lexus: “People will forget what you say, people will forget what you do, but people will never forget how you made them feel.” For this reason, the ‘From home, we continue with you’ platform offers different sections with current, family and cultural content. His first initiatives are: Reto Origami, Relaxing Sounds and Takumi, the documentary.
Origami is a tradition closely related to the craftsmen who design Lexus models. The Origami Challenge consists of explaining the history of this challenge to you in order to become one of their takumi. The goal is to create an origami figure in 90 seconds . You dare? Music is capable of transporting us to places as far away as magical, without leaving home. Relaxing Sounds will start from the hand of Inma Shara, brand ambassador and conductor and composer of classical music. The documentary Takumi reveals the world of Japanese artisans. These teachers must demonstrate a superior level of skill after exceeding 60,000 hours of work.
Excellence is part of the essence of this firm, but also courage and commitment. His latest transgression comes in the form of a tattooed Lexus UX, another example that art can be in any corner. The Japanese brand has created the first tattooed vehicle and for this it has counted on Claudia De Sabe, a renowned London-based tattoo artist . De Sabe has replaced his usual needle with a Dremel drill to draw a huge koi carp. This aquatic animal is a typical motif of traditional Japanese art and comes at the right time, since it represents good luck and perseverance in the face of difficult moments.
