If you have talked to me at all over the past month I have probably told you about this project I am working on.
The TED conference is a sort of worlds fair of the worlds greatest minds. TED stands for Technology, Entertainment, Design. www.TED.com
Our assignment is to design a pavilion for Lexus to debut this little gem.
This is the new Lexus HS250h, the first dedicated Luxury Hybrid. It uses new sustainable manufacturing techniques that are worth showing off next to its new edgy design marking a turning point in Lexus' heritage.
Limited to a tight 30'x30' site I knew the only way to optimize space would be to go vertical. Following the lead of sustainable manufacturing and hybrid technology in the car I sought to create an architectural structure that also spoke to the growing green trend. I found the perfect building block in the shipping container, modular in size, structurally sound, and abundant on the Docks of long beach the shipping container makes perfect sense as a reappropriated, recyclable core for this pavilion. While these containers have been used in experimental housing I think that this show is the perfect platform to push the concept of container architecture to a bigger audience.
Sorry for the bad photo, I need a new scanner. But hopefully you can get the concept. The structure of containers is skinned in a LED screen displaying motion graphics relating to the vehicle and its design/ technology. The vehicle is on the ground floor, the center structure houses a theater and there is a bar on the roof offering dramatic views of the nearby ocean.
But the main brand experience is in the second story theater.
Following the notion that Walt Disney's Imagineers held when they designed their contributions for the 1964 worlds fair, I realized that the only way to cram a bunch of brand information down an audience's throat is to entertain them while doing it. Drumroll please......... The Lexus Eco Theater is a modernized CIRCLE-VISION 360 ! Guests have the option of lounging in style on a rotating lexus emblem sofa while they are force fed brain washing bliss as images of beautiful landscapes and precision car designs fade to constant narration and moving music. Scents are pumped into the theater to create an immersive experience that pulls the audience into the lexus hybrid story.
I will post more pictures, these are the only ones I got before my computer crashed. When its fixed I'll post more concept sketches , the plans and final presentation boards.
I am currently working on a model, more on that later.
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