Writing assignment completed at Team One, Los Angeles. I was tasked to write copy describing the origami cat challenge used to select the takumi masters entrusted with sewing the Lexus ES interiors.
9 FOLDS IN 90 SECONDS: THE TEST OF EXCELLENCE.
Every joint, muscle and contour of the human hand is instrumental in designing the Lexus ES. Only a mere 12 takumi master craftsmen are entrusted with this work, through a selection process that is almost as meticulous as the artistry itself. Each one is given the task of folding an origami cat with their non-dominant hand. Yet only those who can achieve this dexterous feat in less than 90 seconds are chosen to hand stitch the dash of the refined ES interior. Their trained eye is their most powerful asset in delivering the highest form of perfection. Handled with the same subtlety as the geisha’s kimono, the leather-trimmed dash of the Lexus ES slips you into a comfort comparable to silk on skin.
The result is a powerful impression that lasts far beyond the drive itself, setting a new standard of modern luxury.