BEAMS and Nissan announce the concept car “ROOX BEAMS CUSTOMIZED CONCEPT” at “Tokyo Auto Salon 2024”

BEAMS will be announced in collaboration with Nissan Motor Co., Ltd. (hereinafter referred to as Nissan) at the Tokyo Auto Salon 2024 to be held at Makuhari Messe in January 2024, based on Nissan's super height wagon "Lukes", which underwent minor changes in June 2023. , will be exhibiting the concept car "ROOX BEAMS CUSTOMIZED CONCEPT," whose customization was supervised by BEAMS.

*We have also decided to exhibit the same content at the Osaka customization show “Osaka Auto Messe 2024” (venue: INTEX Osaka), which will be held from Saturday, February 10th to Monday, February 12th, 2024. (Updated on February 5, 2024)

With the motto "Happy Life Solution Company", BEAMS has been aiming to become a driving force for new lifestyles and lifestyle culture. Since its establishment as a select store in 1976, the company has been shining a light on the happiness that comes to everyone in everyday life, Since its establishment as a select shop in 1976, Nissan has been illuminating the happiness that comes to everyone in everyday life and presenting new insights and values. Nissan, on the other hand, has been developing innovative products and technologies and delivering excitement to its customers since its establishment, based on the spirit of "doing what others do not do". This project was made possible by the resonance between the values of both companies. By reexamining the appeal and raison d'etre of light vehicles, which are rooted in people's daily lives, and expressing the joy of urban mobility in a more visual way, we have completed a vehicle that will positively encourage people to go out in public and in private.

Based on the approach of "reexamining light vehicles from BEAMS perspective," this concept car with the slogan "BEAMS ROOX EYE" expands the imagination from the keyword "EYE" and combines multiple words into this word. It gives meaning. First, BEAMS focused on selecting fabrics, which is the real thrill of making clothes, and since light cars are familiar to people, we chose denim (indigo), a color familiar to cars as well as fashion. By adopting a fresh and uplifting design throughout, the spacious Luke's interior creates a space filled with love that naturally sparks conversations with family and friends. Furthermore, following the style of BEAMS, which has taken one step beyond satisfaction, and based on the value that ``really good things have two sides,'' we have created a large scale denim lining on the front side used for interior decoration. , proposes a new image of a light vehicle that is adventurous and full of surprises.

BEAMS and Nissan will use this project as an opportunity to consider new projects that will provide customers with the unique and detailed excitement that can only be achieved by both brands.

exterior

The body, decorated with BEAMS and Nissan logos, is entirely covered in light gray, reminiscent of the lining of high-quality denim called "selvedge" woven on old-fashioned looms (shuttle looms), while floating islands decorate the windows. Indigo (blue), which represents the outer material of denim, is subtly applied to the accents of the shape and the lower part of the car body, including around the rear bumper. The two-tone light gray and indigo car body is reminiscent of the back side of real denim fabric, giving it an urban and graphic feel.

In addition, in response to the popular fashion belief that ``fashion starts from the feet up,'' we have also made improvements to the car's undercarriage. The center plate of the wheel uses the same light gray as the body, and indigo/orange details peek out from between the discs. By paying particular attention to the denim lining, including the delicate color contrast of the undercarriage, we have literally created a total coordination of ``Rooks'' in the BEAMS style.

Interior Items

The interior takes a bolder approach to bring out the true essence of denim. The most iconic part is the seat, which is the main focal point inside the car. The sheet faithfully reproduces the denim lining by considering the fraying prevention feature of high-quality selvedge denim, and the parts commonly called "ears" as part of the design. On the other hand, the floor mat underfoot is placed so that the denim outer material is facing the floor mat. Denim has been used as a symbol of workwear, and in the world of fashion, ``nurturing'' denim has been considered a virtue. We hope that the mileage you drive will change your love for your car, and as the denim changes over time, you will deepen your love for Luke's even more.
Furthermore, the design language of jeans has been thoroughly incorporated into the seat tags behind the seats and the large and small seat pockets, and BEAMS corporate logo has been placed on the steering wheel switch area as an accent.

Osaka Auto Messe 2024 event overview

Tokyo Auto Salon 2024 Event Overview