• by Tanya Gazdik , November 1, 2020

Lexus has partnered with the TED Senior Fellows program to develop new designs for automated vehicles that prioritize people over technology.

“Focusing on what makes people tick, especially when behind the wheel, has always been central to Lexus design,” said Lisa Materazzo, vice president of Lexus marketing, in a release. “Partnering with TED has allowed us to explore new human-centric ideas for an automated future with visionary experts in their fields.”

The TED Senior Fellows are “a global multidisciplinary group of thought leaders,” according to Toyota's luxury division. 

TED Senior Fellows neuroscientist Greg Gage and artist Sarah Sandman debuted their designs for human-centric automated vehicles at a virtual event last week. 

Two short films spotlighting their ideas are live now on TED social media channels: “Predicting Human Needs with Neuroscientist Greg Gage” and “Building Community with Artist Sarah Sandman.” The automaker has also created a web page to highlight the partnership.

Team One oversaw the partnership and the virtual event. Overall the partnership was a collaboration between Team One and TED. TED produced the content, and Team One had creative input. 

In the video, Gage shares that he believes automated vehicles and long commutes make the perfect environment for neurotechnology to create a “brain-car” interface that allows the automobile to be integrated directly into how the driver feels. 

If current cars can monitor engine temperature, oil pressure and engine speed, then a human-inspired car could monitor the human and respond accordingly, he theorizes. By recording a range of signals from EKG to face microgestures, Gage envisions that Lexus could create a profile of a driver or passenger's mood and use it to change the car ambience.

As an artist and designer, Sandman foresees a future where people are even more buried in their digital devices, and the simple gesture of waving to a pedestrian is lost. 

With community in mind, Sandman envisions a vehicle that connects the inside to the outside world with 360-windows, fully rotational seats and a speaker system for interaction with cyclists or pedestrians. 

The interior of the vehicle would mimic a cozy cafe, with a digital fireplace and throw pillows. Sandman also proposes a cooperative ownership model that increases affordability.

Following the discussion with Gage and Sandman, musician and filmmaker Blitz led a discovery session during which he invited attendees to source  sounds from within their own homes to create a unique and inspired melody/beat.