Lexus Showroom design
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
Lexus |
| Project |
Showroom design |
| Industry |
Automotive |
| Timeline |
Jan 05 - Ongoing |
| Services |
Environments
|
| Team size |
5 The Brand Union
4 Client |
Local is luxury
While the feeling of trademark tranquillity and zen-like serenity is immediately evident when you walk into this Japanese brand’s showroom, fortuitous details root the environment in its South African location. Our team was pleasantly surprised to find that in the global blueprint, the strelitzia flower had been prescribed for the showroom and sales cubicles, Zimbawean granite is the choice of stone and African teak the selected wood finish. The design subtly localises the showroom through the use of luxury materials that originate from Africa but are combined to create a distinctly Japanese – and worldclass – feel.
Lexus, an upper-premium brand owned by Toyota, first turned heads on South African roads in 1995. Through standalone showrooms, the aim is to separate Lexus from Toyota in consumers’ minds, ensuring that it is seen as an independent brand. Lexus wanted to break any perceived links with more mainstream Toyota.
It's a very special environment that hints at the rare refinement of the Lexus brand
Brian Hastie, Senior Manager, Lexus South Africa
We were appointed to localise a Japanese prototype for the South African retail environment, using local construction methods and materials. We were also tasked with setting a new standard of excellence within the local category of premium vehicle showrooms. And, we had to accommodate an upper-end showroom environment alongside a pre-owned outlet and service centre facility.
The development of the dealerships coincides with a repositioning of the Lexus brand that's recently expanded to include more cars in their sparkling vehicle range. Staying true to the brand anatomy, the dealerships are designed to exude a feeling of luxury, class and sophistication. Similar to what you would experience in an upper end hotel. Superior service is paramount and personal attention the primary objective.
L is for Luxury
The iconic "L" of the brand’s primary identity is distilled throughout the environment through a unique design language called "L-finesse", summed up by simplicity of form and function. Elements that reinforce the iconic L-shaped brand connection include: the L-shaped layout, L-shaped portico, L-shaped furniture and superior finishes.
At the heart of the brand experience and a visit to the showroom is the Exclusive Bay, and every effort has been made to bring the exclusivity of its design to life. It features elements of an upmarket hotel or first class passenger lounge, such as leather panelled walls, plasma screens, WiFi, classical music and an aromatic coffee machine. It also overlooks a serene and tranquil Japanese garden, while the entrance to the lounge area is flanked by glass display boxes which house local artworks, seamlessly blending the vernacular with the zen-like environment.
The Presentation Bay celebrates the customer’s experience of taking ownership of their new vehicle. Glass doors automatically open as you approach, inviting you to step inside, and a wall mirror allows customers to literally reflect on the experience as they view themselves stepping into their new car. We wanted to add a touch of glamour to the sense of occasion.
The showroom's spacious 3600 square metre area is limited to just six cars so that clients have ample room to admire the vehicles and experience their features. There’s also an indoor Zen garden, a kids play area, and a hostess on hand to greet customers. The service area is equally crisp and clean with concealed hoists. Our Johannesburg office also designed the adjoining pre-owned vehicle arm for the local market – not a focus in Japan – which adds to the main area and offers standout design.
More than a dealership, the flagship outlet – Lexus Fourways – embodies hallmark elegance and presents a matchless buying experience. The attention to detail has transformed the customer experience into something more intimate and personal, with a special focus on the way staff interact with customers. It's transformed selecting a vehicle into an arresting multi-sensory experience.
