How Lexus Is Selling Lexus Without Having to Sell Cars
NEW YORK (TheStreet) -- Lexus
In a unique move for a carmaker, Lexus has opened its first luxury "experience space" -- which is not to be confused with a car showroom. Or a retail store, for that matter.
As Lexus describes it, Intersect by Lexus is a place where people can experience Lexus without getting behind a steering wheel -- places for "interaction among people and between people and cars."
That interaction can take place in a variety of ways. The first Intersect by Lexus, which opened Aug. 30 in Tokyo's trendy Aoyama district, includes a cafe and an exhibition space on the first floor. On the second floor is a library lounge where food is served and a shop selling lifestyle items crafted for Lexus.
"The origin of the idea comes from a desire to expose people to a different side of Lexus -- more of the emotional side of the brand that we are trying to emphasize of late," Lexus Corporate Marketing Manager Will Nicklas says. "When you look at a consumer of luxury goods, it's about more than just the product for them. It's also about a connection people have with the brand. This provides a physical place where we can do some exciting things and have some exciting collaborations and in the process, connect with our buyers and with the community in a new way."
There will only be a handful of experience spaces around the world. The next is slated to open in New York City, with a date and address to be determined. The company has not yet signed a lease. Dubai will also be host to an Intersect by Lexus shop, but additional cities haven't been identified.