A Glimpse Into CALTY Design Research Inc.

Being one of the select few invited to step inside the inner halls of CALTY Design Research Inc. was truly an honour. Commonly known as CALTY, this premier North American design studio was established in 1973 and has become a creative powerhouse for both Toyota and Lexus. CALTY is perhaps most famously recognized for its pivotal role in the design of the Toyota FT-1 concept, which debuted in 2014. Entirely crafted at CALTY’s Newport Beach studio, the FT-1 reflected Toyota’s vision for a high-performance sports car and directly influenced the design of the fifth-generation Toyota Supra (A90). Today, the original FT-1 concept proudly resides in the lobby of the design house—on full display in all its glory.

While the public areas of CALTY are impressive in their own right—with walls lined with images of countless Toyota and Lexus models and a visual timeline showcasing the evolution of automotive design—the true excitement began when we were escorted into the inner sanctum of the studio. There, we had the unique opportunity to hear directly from several key members of the Lexus Japan team: Momoko Okamoto (Colour Design Manager), Viviana Hohenstein (CMF Designer), and Shu-Woei Nien (Global Sensory Design Manager). They spoke in-depth about CMF design—how colour, material, and finish are used to enhance the emotional and sensory experience of a vehicle. In recent years, this approach has evolved beyond just visual aesthetics to include other senses such as sound, touch, and even smell.

One concept they emphasized was the importance of Time in the design process. “Beyond the shape of objects, we offer a uniquely Lexus experience where time itself becomes a valuable asset—an innovative hospitality experience that anticipates the live senses,” they explained. In essence, how a driver or passenger experiences their time in the vehicle plays a crucial role in the design story. This concept also aligns with Lexus’ long-term sustainability vision: We Innovate to Preserve.

We also gained insight into how exterior paint colors are selected—a surprisingly complex and thoughtful process. Creative Designer Sarah Song, who works closely with Chief Designer Sellene Lee, shared how she brings a design vision to life using innovative strategies rooted in CMF design at CALTY Newport Beach.

To conclude our visit, we were invited to participate in a design workshop alongside the talented teams at CALTY and Lexus Japan. We had the rare chance to create our own inspired design palettes based on existing Lexus models, experiencing firsthand the creative process that drives the development of future vehicles. As a thoughtful memento, we were gifted a beautiful representation of our personal designs—an unforgettable way to commemorate a truly special experience.