In a union of design, innovation, and mindful luxury, Lexus South Africa has partnered with Michelin-starred chef Jan Hendrik van der Westhuizen, marking a unique partnership that celebrates craftsmanship, sustainability, and sensorial excellence.
We sat down with Tasneem Lorgat, General Manager: Marketing Communications at Lexus South Africa, to delve into the inspiration behind this creative alliance and what it means for the future of luxury experiences in South Africa.
A Shared Philosophy of Craft and Care
“At Lexus, our design philosophy is rooted in omotenashi—the Japanese art of thoughtful hospitality,” explains Lorgat. “We were looking for a brand ambassador whose values reflected our own. Jan Hendrik's deep commitment to creativity, elegance, and innovation made him a natural fit.”
Much like the refined aesthetic of a Lexus interior, the JAN brand evokes a mindful, sustainable approach that transcends trends. The partnership aims to bridge luxury motoring with immersive gastronomy, creating experiences that engage all five senses.
Why Jan Hendrik?
“Jan Hendrik’s journey, from South Africa to becoming the first local chef to earn a Michelin Star, perfectly mirrors the Lexus story,” says Lorgat. “Like Lexus, Jan Hendrik's brand represents an understated marker of luxury that is people centric.”
With a culinary philosophy that prioritises simplicity, heritage, and innovation, the chef’s approach aligns seamlessly with the Lexus L-Finesse design language, where elegance and purpose go hand in hand.
The Design-Cuisine Connection
“Jan’s process, thoughtful, detail-driven, and rooted in storytelling, reflects Lexus’ core principles,” Lorgat shares. “From sourcing ingredients to plating, every decision is intentional. Similarly, our vehicles are designed not just for function, but for emotional resonance.”
This immersive, sensory journey, both on the plate and behind the wheel, forms the essence of the collaboration. The Newly launched GX models, both featured in the campaign, embody this balance of refinement and rugged capability.
Crafting a Sustainable Future
Lexus has long been committed to design innovation that respects the planet. “We innovate to preserve,” Lorgat states. “From using bamboo trim to integrating Kansei, a design approach that factors in emotional responses, our vehicles prioritise both human experience and environmental consideration.”
This ethos resonates deeply with Jan Hendrik, whose culinary creations often reflect a strong narrative of sustainability.
What’s Next for Lexus x JAN?
Since launching the collaboration, Lexus has received overwhelmingly positive feedback from both brand loyalists and new audiences. “It’s opened doors to conversations about design, sustainability, and the evolving definition of luxury,” Lorgat reflects.
And the future? “Let’s just say: watch this space.”
