research

Freedom to Move
Lexus International / Design Miami 2020

DATE PUBLISHED

2nd December, 2020

LOCATION

Miami, Florida

Lexus Collaborated with Tosin Oshinowo and Chrissa Amuah to Present a Collection of Headpieces That Celebrate Innovation Through Design and Craftsmanship.

In coordination with Design Miami, Freedom to Move was a conceptual design that explored a universal language of protection, reflecting on the desire for freedom and movement through craftsmanship, cultural cues, and a reflection on global history.

On December 2, 2020, Lexus unveiled a conceptual design collaboration with architect and designer Tosin Oshinowo and textiles and furniture designer Chrissa Amuah.

In coordination with Design Miami, Freedom to Move presented a collection of headpieces that explore the idea of protection and celebration, as well as functionality and ornamentation.

Inspired by the changes the year 2020 brought worldwide, The headpieces were conceived as an alternative to the utilitarian face masks that have become ubiquitous, while artistically celebrating the collective desire to move through the world freely and confidently together. Freedom to Move was a reflection that was timely and culturally significant, aimed to be understood across cultures through its exploration of materials, textures, color and craftsmanship.

Tiwa Savage

Janet Jackson

In keeping with the Lexus automotive experience and core values, Freedom to Move reconsidered human movement in this new world, creating a design that is elegant, functional, and luxurious. The headpiece fused new innovations with lost techniques and bring together cultural references from across the world, including Japanese principles of design, omotenashi (exceptional hospitality) and takumi (expert craftsmanship), which were integral throughout the design process.

Collaborating in Lagos, Nigeria, where Oshinowo is based, the designers considered their context in Africa, in addition to the diversity of cultures around the world. With an understanding of face mask and its functionality in 2020, Oshinowo and Amuah explored global history in which the head has always been a focal point for protection and adornment across cultures. Though rooted in history, the headpieces also nodded to the future, signaling an unbounded and unending pursuit of advancement, innovation and discovery.

“As nomadic beings, it is unnatural to stand still, and we wanted to reconfigure how we move in a positive way in spite of the restrictions of motion the world now finds itself in,” commented Chrissa Amuah. “Our conceptual design makes a bold stride towards our new human existence and is enraptured in a marriage of ergonomics and spectacle,” said Tosin Oshinowo.

The three uniquely designed headpieces are titled; Egaro, Pioneer Futures, and Ògún, which have slight alterations, and integrated multiple materials such as brass, bronze, leather, and acrylic, with detailing of hand beading, laser etching and embroidery using the West African tinko method. Working by hand with artisans who used ancient craft techniques, was matched with the use of 3D printing and advanced technologies. All three of the mask designs feature transparent panels, which allow the wearer to overcome the challenges of communicating with limited facial expressions presented by typical protective masks.

Egaro

Ogun

Pioneer Futures

As a long term partner of Design Miami, Lexus approached 2020’s fair as an opportunity to reflect on the shared global condition, choosing a collaboration that was inspired by the brand’s human-centered approach, and reflected on the common desire for comfort, safety, and beauty as we collectively move towards a new future. For more than three decades, Lexus has demonstrated unwavering commitment to bold, uncompromising design, exceptional craftsmanship, and exhilarating performance.

In addition to the collaboration with Oshinowo and Amuah, Lexus planned to stage an LC 500 Convertible in Miami’s design district and planned to present the fifth installment of the Lexus Art & Innovation series with Whitewall from December 2-3. Speakers included were Yves Behar, the Haas brothers, Marcel Wanders, Katie Stout, and Misha Khan, to name a few, in addition to Oshinowo who was scheduled to participate on the panel discussing Africa and its relationship to innovation in design and creativity on December 3 at 2pm.

SKETCHES

Egaro

Ogun

Pioneer Futures

Timed to Design Miami, Freedom To Move was intended to reach audiences worldwide through a dynamic digital experience. In addition to partnering with a selection of content creators to showcase the headpieces from different global perspectives, Lexus debuted a compelling three-part docuseries which follows Oshinowo and Amuah on location, and brought to life the personalities behind the collaboration and showcased the design journey from sketch, concept generation to prototype and final production.

Design Miami ran from November 27 through December 6 online and in-person in the Miami Design District.