Toyota Case study EN

When Toyota founded the Lexus brand in the late 1980s, it wanted to come up with cars that will be more than just a means of transport. A journey is one of these vehicles was supposed to be a unique experience. According to the underlying Lexus philosophy, the pleasure starts at the first contact. In the car showrooms you won’t find any customers – they are guests. They are greeted just like they would be in Japan: with utmost kindness and respect, because this is the essence of omotenashi . It takes ca. half a minute to get to 23 rd floor of Twin Towers in Vienna. It’s not enough to be able to appreciate the view of the city through the glass walls of the lift and see what it looks like from above. But there will be better op- portunities to enjoy this view. Most of the floor is occupied by the new Toyota office. The door to the reception area is open wide in an inviting gesture. Right behind, on the left, there is a counter wrapped in three horizontal upholstery belts in corporate colours – white, red and grey. This combination of colours, complete with black, is part of the global company image and the first element of the tradition we chose to respect. It has become the leading motif in all parts of the office. The next aspect of the Toyota identity which we considered was the Jap- anese word: omotenashi , which means hospitality. Omotenashi is the main pillar of Lexus – the luxurious brand owned by Toyota. The spirit of hospitality is clearly visible in the hall of the Vienna office. We placed four single Play&Work sofas right opposite the entrance. Their Bauhaus-inspired form is evocative of the balance between form and functionality. These pieces are eye-catch- ing, yet subtle. When you’re looking at them, you experience rather than see their deliberate, detailed design. Each of the modules has a tall upholstered panel, which muffles the sounds of office life, as well as a book-rest and a low-profile socket near the floor. This is why the sofas can be used as a place to wait, work or have a meeting. They are also an embodiment of omotenashi – this special kind of comfort that makes you feel welcome. The first Toyota precept is: Toyota is perfectly aware of the power of first impression. Thanks to the Play&Work sofas the reception area gains a touch of homely atmosphere and cosy feel, so that the guests can experience omotenashi first-hand. Omotenashi Always be faithful to your duties, thereby contributing to the Company and to the overall good おもてなし 05