Lexus Lifestyle Hub in NY Showcases Brand's Culture
Daily Slideshow: The newest iteration of Intersect by Lexus allows guests to experience the design philosophy of the upscale Japanese brand.
The third of such extensions
Lexus's newest lifestyle hub that's part lounge, part gallery space, and part cocktail bar in NY's Meatpacking District comes on the heels of other INTERSECT launches in Tokyo and Dubai. Designed by Masamichi Katayama of Japanese interior design firm Wonderwall, the hub has the ability to transform itself into almost anything manager Kirk Edmondson calls ‘culturally relevant programming concepts’, ergo full immersion events, art installations, film screenings, panels, and performances. The space is meant to evoke how a Lexus owner would dress, how their house would be arranged, their interests and even what kind of art would be on their walls.
Don't come for the cars
“Intersect by Lexus is a monument to the brand,” says Stephanie Brinley, principal analyst-Americas, IHS Automotive. “Intersect is about telling the Lexus story, but in a new way. Everyone knows about Lexus the car. Intersect lets them explore what it means to live the Lexus lifestyle.” That is why no matter where you look throughout the location, you won't find a single vehicle parked in the space.
>>Join the conversation about the newest Intersect location right here in the ClubLexus forum.
Something for everyone
The INTERSECT in NY is split into three levels, the ground floor features a cafe and crafted for LEXUS retail area and public galleries that will showcase art installations, public concepts, and custom designs. On the second floor, guests will find a full-service restaurant and cocktail bar with lounge. Going up one more level to three will give access to a private gallery which can transform to serve a multitude of needs.
>>Join the conversation about the newest Intersect location right here in the ClubLexus forum.
Manifestation for the brand
So what does Lexus hope to gain from opening these INTERSECT locations? “The idea is if you can put up a showroom or experience place to tell the brand story better than just a dealer focused on automobile sales, that will be a way to make meaningful connections with customers and future customers,” Brinley says.
>>Join the conversation about the newest Intersect location right here in the ClubLexus forum.
The Lexus lifestyle
“Intersect by Lexus is a lifestyle center where key brand pillars of design, hospitality, technology, entertainment and the culinary are brought to life,” explains Kirk Edmondson, general manager of Intersect by Lexus NYC. “In addition, the design of Intersect by Lexus pays homage to the automotive side of the Lexus lifestyle through elements like the parts wall, minicar wall, and spindle grille.”
Starting Dec 17th the NY location will have the LF-1 Limitless concept car in the gallery area. The concept is described as a “new genre of luxury vehicle: the flagship crossover,” but it is worth it to note that automotive displays "will be rare" and no actual production vehicles will ever be present.
To read about the noteworthy chef that this INTERSECT location has and the great food on the menu, click here.
>>Join the conversation about the newest Intersect location right here in the ClubLexus forum.
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