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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.

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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.

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