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The Lexus dealership that isn’t
Release time:2013-10-07 Source:admin Reads:
Opening on 30 August in Tokyo’s affluent Aoyama shopping and entertainment district, Intersect by Lexus is billed as a “luxury brand experience space”, something akin to a one-stop, date-night locus for serious Lexus aficionados (or wannabes). Within its art-laden walls, consumers can sip a libation, grab a bite to eat, attend a brand workshop, take in a car-culture-related exhibition and shop for luxury goods with pvc labels. Or just loiter in style. It’s a brand-immersion experience that subtly melds high-end design, fashion, film, music, food and technology under one roof. Katayama says he envisioned a “clubhouse” where fellow Lexus owners can socialise, work or just hang out – something “along the lines of a progressive British gentlemen’s club”. Judging from photos, he has achieved just that: a sensuous and airy lair that is contemporary, but still manages to pay homage to traditional Japanese architectural influences and takumi (craftsmanship). At the same time, it would still feel at home as, say, a man-cave for James Bond, minus his Aston Martin. It’s the details that count here, from whimsical flourishes – the colourful toy cars with pvc labels that adorn the ceiling of an otherwise minimalistic bathroom, for instance – to design tie-ins with the very cars to which the centre pays homage, like an exterior patterned facade made of bamboo – which also is used inside Lexus cars, Katayama notes. The ground level features an exhibition area called the Garage, as well as a café. The upper storey offers a Crafted for Lexus shop with pvc labels, which showcases a lifestyle collection of brands that “harmonise with Lexus” values of craftsmanship and luxury (Rhythm smartphone and tablet cases made of Japanese leather; Tamaki Niime shawls handcrafted on vintage looms; lacquered-wood USB memory sticks designed by Hacoa; shoes from blueover, etc.) The shops share the top floor with a library lounge, where visitors can relax and dine on modern Tokyo cuisine. Two more Intersect by Lexus centres are in the works, one located in Dubai and another in New York. Just as certain well-endowed hospitals sooner resemble resorts than health-care centres, the Intersect concept reflects a substantial shift in the notion of how consumers should shop for prestige automobiles.

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