Luxury Brand Experience Space
20 Dec 2015
Lexus International opened the first INTERSECT BY LEXUS luxury brand experience space outside of Japan in Dubai, UAE, with an opening ceremony yesterday to mark the occasion.
INTERSECT BY LEXUS is a unique luxury space for the Middle East region where visitors can experience Lexus without getting behind a steering wheel. Neither a dealership, nor a traditional retail space, guests can engage with Lexus while “connecting with the city, and intersecting with other people and cars”. The first INTERSECT BY LEXUS opened in Tokyo’s Minami-Aoyama district in August 2013.
INTERSECT BY LEXUS is located at the heart of the Dubai International Financial Center (DIFC), and offers a relaxing yet stimulating space for people who are seeking diverse luxury lifestyles enriched by design, art, fashion, culture, film, music and technology.
Takayuki Yoshitsugu, Chief Representative, Middle East and North Africa Representative Office, Toyota Motor Corporation, said, “We are very pleased to inaugurate INTERSECT BY LEXUS where people from across the region have the opportunity to be part of a distinctive experience. INTERSECT BY LEXUS is a comfortable and inspiring space for every individual and they can treat it as their own unique place. At Lexus, we share a tremendous passion for luxury, quality craftsmanship and innovative design. This manifests itself in every corner of INTERSECT BY LEXUS to give visitors a sense of the lifestyle associated with a Lexus.
Yoshitsugu added: “We sincerely appreciate the support of our customers who have put their faith in Lexus over the years and we look forward to welcoming them to INTERSECT BY LEXUS.”
Both INTERSECT BY LEXUS experience spaces have been designed by Masamichi Katayama, the world-renowned designer and founder of interior design firm Wonderwall. They are designed to embody the Lexus brand, and provide a brand experience with surprise and inspiration unique to Lexus. INTERSECT BY LEXUS is composed of two floors. The lower floor features a garage and exhibition space for Lexus concept vehicles and art installations, while the upper floor provides a lounge, a restaurant, a library lounge, and a shop for CRAFTED FOR LEXUS (www.crafted-for-lexus.com) lifestyle items.
“This project is not just about creating a restaurant, but rather an environment,” explains Katayama, “As an incubation platform generating new innovative ideas and concepts, it has been designed to capture the feeling of a lounge, allowing people with shared values to come together and interact in a relaxed yet inspiring atmosphere.”
These spaces will host workshops, exhibitions, and events, acting as the launching point for diverse brand activities. INTERSECT BY LEXUS will be further expanded into the global scene, with a space in New York currently being planned.
Entrance
Library Lounge and Eatery Show Kitchen
Overview of INTERSECT BY LEXUS – DUBAI
Floor area Upper floor 172 square meters
Lower floor 46 square meters
Operating hours 08:00 – 00:00
Address INTERSECT BY LEXUS, Unit SR-01, Level POD,
Gate Village Building 7, DIFC, P.O.Box 11052, Dubai, UAE.
Telephone number +9714 355 9524
Website www.intersect-by-lexus.com
Profile of INTERSECT BY LEXUS - DUBAI’s Interior Designer
Masamichi Katayama
President of Wonderwall Inc. and professor of interior design at Musashino Art University. Masamichi Katayama serves as the interior designer, working in global partnership with Lexus, for all of the INTERSECT BY LEXUS locations. Previous work includes Uniqlo global flagship stores (SoHo New York & 5th Avenue New York; Ginza), OZONE (The Ritz-Carlton Hong Kong main bar/lounge), and Thom Browne New York's flagship store in Aoyama. Katayama's designs, which show respect for tradition and form while incorporating modern elements to achieve balance, have received international acclaim.
www.wonder-wall.com
About Intersect by Lexus:
INTERSECT BY LEXUS is a unique space where people can experience the brand without getting behind a steering wheel of a Lexus. Neither a dealership, nor a traditional retail space, guests will be able to engage with Lexus through an inspiring world of food, design, art, fashion, culture, movies, music and technology. The first INTERSECT BY LEXUS opened in Aoyama, Tokyo, in 2013. In December 2015, it was officially inaugurated in Dubai in the heart of Dubai International Financial Center (DIFC). The space is designed by Masamichi Katayama, the world-renowned interior designer and founder of the interior design firm Wonderwall Inc.
About Lexus:
Since its debut in 1989, Lexus has earned a worldwide reputation for high-quality products and exemplary customer service. Lexus is the hybrid leader among luxury brands, offering hybrid cars that provide the best in innovative technology and premier luxury. The evolution of Lexus is reflected in the progressive designs of its new vehicles. The signature spindle grille, dynamic light treatments and sculptured lines create a distinctive look of luxury for Lexus. In the Middle East, Lexus has an extensive line-up of sedans, SUVs, a coupe and a high performance car. The sedan line-up includes CT, IS, ES, GS and LS while the SUV range includes NX, RX, GX and LX. The coupe is RC, and the F marque line produces RC F high performance car.
