Lexus Opens Experience Center in Downtown Tokyo Skyscraper

[Joaquin Ruhi]

My daily weekday visits to the Toyota Global Newsroom see me check out both the English and Japanese language versions, since interesting news bits sometimes only appear on the latter. Mostly, it's new and facelifted JDM-only models or special editions, but this "Lexus Meets" item caught my eye:

https://newsroom.toyota.co.jp/jp/lexus/21607386.html

Intrigued, I ran it through Google translate, and here's a "cut-and-paste" of what came out:

March 22, 2018
LEXUS, Brand experience facility "LEXUS MEETS ..." opened in Hibiya

LEXUS will open a new brand-experienced facility "LEXUS MEETS ... (Lexus Meets)" at Tokyo Midtown Hibiya on March 29th.

As a luxury lifestyle brand, LEXUS aims to enrich each customer's "time" and "space" and to provide a unique experience. "LEXUS MEETS ..." allows all guests to feel free to visit LEXUS on the theme of "meeting, touching and riding", to experience the charm of LEXUS cars and the brand's worldview in various forms It is a facility aimed at letting LEXUS feel more familiar.

Main experience with "LEXUS MEETS ..."
Boutique & Gallery "STEER AND RING"
Boutique & gallery "STEER AND RING" which sells miscellaneous goods selected from various genres and brands according to the life scene as a theme with a lifestyle with LEXUS and exhibits of LEXUS cars together.

Concept cafe "THE SPINDLE"
The concept cafe "THE SPINDLE" expressing the world view of LEXUS by "food". While sticking to Japanese ingredients, you can enjoy chicken baked with authentic Lotte sary machine, colorful deli, picnic that makes you enjoy walking in the park and park, with the theme of enjoying "seeing, eating and taking pictures" We offer a variety of menus, such as sets.

Test drive experience program "TOUCH AND DRIVE"
TOUCH AND DRIVE, a new style test drive experience program that provides "riding" experiences to LEXUS.LEXUS lineup You can select a test car from all 11 models, easily make advance reservations from smartphones and tablet terminals, enjoy the city center drive according to the season and your request.

In addition to these three experiences, "LEXUS MEETS ...", special test drive events with themes of people, place and time, experiences of digital contents expressing the world view of LEXUS, holding of talk events We are planning such as.

Boutique & Gallery "STEER AND RING" image

Concept cafe "THE SPINDLE" image

Satsuma red chicken rot loter chicken

Sandwich and Deli box picnic set

Commentary:
Per The Japan Times:

Tokyo Midtown Hibiya (is) a 35-story office and shopping complex (that) will open in Chiyoda Ward...

The new skyscraper is near Hibiya Park and just a few blocks from the Ginza shopping district, the Kasumigaseki political center and the Marunouchi business hub.

The tower will open March 29 with 60 shops and restaurants occupying one underground floor and the first seven floors above ground...

The area has long served as a leading center for Japan’s modernization. It hosted such Western-style buildings as the now-defunct Rokumeikan dance hall and the prestigious Imperial Hotel, Komoda said...

The sixth floor will also serve as an area to promote innovative ideas and collaboration between different businesses from venture firms to large companies...

The shopping and office complex is Mitsui Fudosan’s second carrying the name Tokyo Midtown. Tokyo Midtown in Roppongi was built in 2007.

Obviously, some detail and nuance gets lost in Google Translation. For instance, I can only deduce and imagine that "Touch and Drive" involves some sort of virtual reality test drive, as opposed to an actual, physical test drive in the real world.

 

[Joaquin Ruhi]

...I can only deduce and imagine that "Touch and Drive" involves some sort of virtual reality test drive, as opposed to an actual, physical test drive in the real world.

Or...maybe not. It seems that the test drive is real, according to this commentary from Automotive News:

Lexus sells $235 mugs to promote test drives

Lexus has opened a lounge near Tokyo's swanky Ginza neighborhood that is part new-car showroom, part gourmet's delight and part upscale boutique.

Its strategy is to lure in high-rolling housewives and beautiful people with a panoply of designer goods, and hope they finish their visit test driving a Lexus vehicle.

The items on sale give a sense of the status Lexus is pursuing.

How about a titanium vacuum-insulated beer mug for ¥24,840 ($235)? Or a $358 umbrella? Or maybe a $95 gardening trowel. Yes, for digging in the dirt.

The goal is not so much to sell the merchandise, but to have its aura rub off on Lexus.

The brand has several lounges around Japan. But the latest, called Lexus Meets ... , stands out for offering free hourlong test drives of every nameplate in its lineup. That includes the top-of-the-line LC sporty coupe, LS sedan and full-size LX SUV, seldom seen on Tokyo's roads.

Lexus Meets … also pursues a new customer demographic, slanted toward women and younger people.

"The idea to is to make an easy-to-enter space where people come in to browse goods and then say, 'Oh, they have test drives, too!' " said Tokuo Fukuichi, chief branding officer for the Lexus and Toyota marques. "Dealers are always trying to sell, sell, sell. This is low pressure."

http://www.autonews.com/article/20180402/OEM03/180409947/lexus-sells-235-mugs-to-promote-test-drives

 

[krew]

krew

Lexus Opens Experience Center in Downtown Tokyo Skyscraper

Food, luxury goods, and test drives.

View the original article post

 

[White Beach]

Obviously, some detail and nuance gets lost in Google Translation. For instance, I can only deduce and imagine that "Touch and Drive" involves some sort of virtual reality test drive, as opposed to an actual, physical test drive in the real world.

Or...maybe not. It seems that the test drive is real, according to this commentary from Automotive News

Fortunately, you can drive almost every Lexus model for 1.5h including the LS, LC, GS F, RC F... of course in the real world... for free! I'll take the LS 500 and the GS F out for a test drive this weekend, can't wait! :laughing:

If you ever have the chance to come to Tokyo, make sure to book your dream car! (Only one real complaint: no LFA on the list :joy
https://lexus.jp/trial/hibiya/reserve

 

[CrisB]

The quality of accessories and products that Lexus sell, especially in the Tokyo Intersection shop that I visit often is paramount.
They are made by crafters and artisans or by specialists like Kaneko for the driving glasses.
Stationery, hand made scarf, scents, bags... everything is made with an amazing attention to quality, design, functions.

Maybe who doesn’t know this kind of quality brands and manufacturers can think prices are high, but quality count.
As for the cars, the can only delivery the best.

 

[mikeavelli]

The quality of accessories and products that Lexus sell, especially in the Tokyo Intersection shop that I visit often is paramount.
They are made by crafters and artisans or by specialists like Kaneko for the driving glasses.
Stationery, hand made scarf, scents, bags... everything is made with an amazing attention to quality, design, functions.

Maybe who doesn’t know this kind of quality brands and manufacturers can think prices are high, but quality count.
As for the cars, the can only delivery the best.

I have been lucky enough to bring a few things back from Intersect and they are just as you stated. I wish I could pick up more

 

[CrisB]

I have been lucky enough to bring a few things back from Intersect and they are just as you stated. I wish I could pick up more

I hope so.

I am wearing every day their glasse and a beautiful bag in oiled canvas and leather very useful and tailored for the IS trunk, my wife has a beautiful scarf in handmade silk/cotton and a ambient scent.... last February in Tokyo there was not more the pop up store into the Intersect, I wondering where they are selling now the goods


https://www.lexus-int.com/crafted-for-lexus/products#!/one-kiln