Lexus opens first design outlet

Consumer goods including Italian leather bags and coffee cups glazed with volcanic ash will be among the products on display in a series of new ‘INTERSECT BY LEXUS’ outlets, the first of which was opened today in Tokyo.

While similar stores have been confirmed for New York and Dubai, Lexus Australia says it will not establish an INTERSECT outlet in Sydney or any other state capital.

However, it has confirmed it will incorporate elements of the new initiative into its Australian marketing activities, including the Lexus marquee in the ‘Birdcage’ at this year’s Melbourne Cup in November.

“At the moment there’s only the three announced, but what we’re looking at is pop-up displays at events like the Cup,” a Lexus Australia spokesperson told motoring.com.au.

“Everything’s being considered and we’ll take a lot of inspiration from INTERSECT. Our Melbourne Cup marquee will provide an indication of what’s to come.

“Last year for first time we used it as a platform to show off design. Intersect is a venue we can show off design, and not just automotive design.”

Lexus Australia has a marketing executive present at today’s opening in Tokyo’s Aoyama district to “observe, learn and absorb all the information we can about how to best activate elements of it here”.

Similar in concept to parent company Toyota’s Rendez-vous store on the ritzy Champs Elysees in Paris, INTERSECT BY LEXUS aims not to sell cars, but to boost the image of the Japanese luxury brand.

The move comes after Lexus lost its long-time US sales leadership to BMW and Mercedes-Benz over the past two years. According to Automotive News, Lexus has posted a 12 per cent sales increase in the US – its largest single market, where about half of all sales are generated – so far this year, with 141,446 sales.

While that was enough to outsell BMW and Mercedes, in its Japanese home market Lexus sold just over 27,000 vehicles to July this year – slightly less than Mercedes-Benz.

Designed by the founder of renowned interior design company Wonderwall, Masamichi Katayama, the first INTERSECT BY LEXUS outlet is surrounded by Prada and Louis Vuitton boutiques and features a cafe, garage, shop and library lounge serving modern “Tokyo-themed” food.

“INTERSECT BY LEXUS are unique luxury spaces where people can experience Lexus without getting behind a steering wheel,” said Lexus.

“Neither a dealership nor a traditional retail space, guests will be able to engage with Lexus through design, art, fashion, culture, film, music and technology.”

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