you
my name is I up there I'm an engineer
and artist and the founder of little
bits I started working on little bits
four years ago when I was working on a
project to encourage designers to
incorporate electronics into their
creative process little bits is a set of
electronic modules that are pre
engineered that are preassembled that
each have one function light sound
sensors motors and they snap together
with magnets to make larger circuits you
don't have to program you don't have to
solder you don't have to wire all you
have to know is how to put magnets
together and you pretty much can't mess
it up
I grew up in Lebanon then I lived there
most of my life and my dad actually used
to buy me a lot of these robotic sets
and things like that and and also a lot
of construction sets were pure you know
just wood blocks or plastic blocks it
and it was a very big inspiration for
little bit I think that we started to
lose this ability to play with
technology as technology started to
become more and more finished and closed
and i think we now live in a world that
is full of lights and sounds and things
reacting to each other and screens and
we don't understand the guts of it and
the goal of little bits is to really
demystify technology and i think it's
very important for us to go back to
basics and to say you know the magic of
electricity is something that is
everywhere it's around us and it's
beautiful and we have to contribute to
it and we have to be creative with it
our biggest achievements are sometimes
in the smallest devices the smallest
interactive devices and so we need to
sort of rethink what our building block
is that's what little bits is going for
we're recreating the building block of
the 21st century
when something has never been done
before if there's no template for
something how do you bring out something
new how do you develop something new
that's probably the most challenging
thing to put your arms around the
concept when there's no precedent for it
you can't stay where you are as
successful as the first RX was something
completely new something completely
different inventing this new segment of
the luxury market we couldn't stay there
we had to move forward when you thought
about hybrid back in 2003 no one thought
about luxury so this was a very bold
brave thing for Lexus to do to introduce
hybrid technology in Alexis vehicle and
on an SUV something completely
unconventional but we couldn't stay
there either even though that was
further than anyone had ever gone before
we had to continue to go forward 2013 RX
is the next level of RX what's
particularly unique about this
reinvention of the RX is that we're
bringing in a whole new group of
customers customers who are asking for
the RX for its sporty styling and for
its height and handling it doesn't drive
like any RX I've ever experienced before
and it is the bold new face of lexus
it's a lot of fun as soon as you look at
the front end of the lexus RX f sport
you know that you're dealing with a
different kind of RX than we had before
lexus continues to reinvent itself
constantly challenging ourselves what
can we do different what can we do
better what new concept can we provide
our customer that's going to not just
meet expert
patience but go beyond expectation
that's the challenge that we work with
every day