LEXUS / ELASTIC DIAMOND


Milan Design Week
Milan, Italy

Elastic Diamond, an installation by Nendo, curated and produced by Tim Power Architects,  at La Permanente Milano, the art museum, during the 2008 Milan Design Week.  The installation offered an experience of the ultimate fusion of opposite elements that is “L-finesse”, the design ideal behind the premium Lexus automobile brand. Using the crystal structure of diamonds as our motif,  the design was a “flexible but durable” structure that fused the pre-existing opposing concepts of “durable and strong” and “flexible and fragile”. The artificial structure was tangible but transparent; it seemed complex but also natural and uncomplicated. Like the diamond chair, which uses the same structure, the objects displayed expanded and contracted as though they were breathing. The pillars quivered and contracted in response to human movement, creating a spatial experience in which people and things seemed in sync.

Location: Milan, Italy
Event: Milan Design Week
Year: 2008
Client: Lexus

LEXUS DESIGN AMAZING / LEXUS
Milan Design Week


Elastic Diamond, an installation by Nendo, curated and produced by Tim Power Architects,  at La Permanente Milano, the art museum, during the 2008 Milan Design Week.  The installation offered an experience of the ultimate fusion of opposite elements that is “L-finesse”, the design ideal behind the premium Lexus automobile brand. Using the crystal structure of diamonds as our motif,  the design was a “flexible but durable” structure that fused the pre-existing opposing concepts of “durable and strong” and “flexible and fragile”. The artificial structure was tangible but transparent; it seemed complex but also natural and uncomplicated. Like the diamond chair, which uses the same structure, the objects displayed expanded and contracted as though they were breathing. The pillars quivered and contracted in response to human movement, creating a spatial experience in which people and things seemed in sync.

Location: Milan, Italy
Event: Milan Design Week
Year: 2008
Client: Lexus