CONTEXT
The Loft was conceived as an active brand space – a place where Lexus could meaningfully connect with a high-value audience in their daily lives. The airport lounge offered an opportunity to demonstrate the brand’s values beyond the showroom through hospitality, sensory design, and cultural alignment. Designed to awaken the senses and reflect Lexus’s core values of takumi craftsmanship and omotenashi (hospitality), the lounge spans over 2,000m², with distinct zones including a central bar, comfortable seating areas, and focused workspaces. Each element was crafted to offer both relaxation and stimulation – a signature Lexus duality.

CHALLENGE
Unlike traditional retail or dealership settings, the airport lounge is a passive environment — yet the challenge was to use it as an active space to engage, inspire, and immerse. Lexus needed to meet the traveller where they are, delivering an experience that subtly but powerfully communicated brand values.

The space had to function as both a premium hospitality venue and a cultural platform – one that allows people to lean into the Lexus brand through intuitive, multi-sensory design and compelling storytelling. Balancing function with elegance, presence with restraint, was key.

SOLUTION
The Loft redefines the airport lounge as a cultural and experiential extension of the Lexus brand — a space where design, hospitality, and sensory immersion converge. Since its launch in 2018, it has been named Europe’s Leading Airline Lounge for six consecutive years by the World Travel Awards, underscoring the strength of the concept and its flawless execution.

The environment brings to life the Lexus design philosophy known as L-finesse –a blend of Intriguing Elegance and Seamless Anticipation. From the moment a guest enters, the experience flows with a quiet confidence: considered zoning, curated content, tactile materials, and responsive lighting come together to create an atmosphere that is both dynamic and refined.

Every element of the lounge was shaped by the spirit of Omotenashi –anticipating the needs of the guest before they’re expressed. Spaces are intuitively arranged for calm, focus, or connection. From the comfort of the seating to the menu design and digital interfaces, the experience balances emotional warmth with precision.

More than a hospitality space, The Loft is a branded canvas – a platform where Lexus can express its design-led identity, showcase its cultural values, and connect with people in a meaningful, memorable way. It is crafted yet consistent, elegant yet cutting edge – a hospitality-first embodiment of Lexus’s unique approach to design and experience.